Record label The Other Songs was looking to drive streams and engagement around their artist Ruth Anne. The Other Songs wanted to find a solution to get Ruth Anne’s single ‘Love Again’ in front of a new audience in an exciting way, in a market that makes it difficult to stand out from the crowd.
We created a TikTok campaign that engaged the audience by spreading the sentiment of the song: learning to love again after falling on hard times. So our creative concept oriented around influencers confessing their biggest insecurities before explaining how they learned to love themselves regardless of this, while the chorus of the song played in the background. Fans then ‘dueted’ to the video, a feature on TikTok where they play the original video alongside their own inspired content.
The Tiktok duet feature worked perfectly for this and the #PromoteLove campaign went viral with 1.5m views in total and 1.8k user videos were created using ‘Love Again’. The original influencer videos saw a total of 70.8K hearts from fans, alongside many comments on how inspiring the videos were.
The hashtag broke into the top 20 on TikTok.