Sony Music represents an extensive collection of multiple Grammy-winning global artists in the UK and Ireland. Sony Music Commercial Group produces, manages and maintains a vast catalogue of digitally remastered reissues, including tracks from British singer, songwriter, record producer and icon of popular culture, George Michael.
Sony Commercial Group approached Fanbytes with the challenge to grow user-generated content for George Michael’s song, Careless Whisper. Our goal was to reach as many people as possible through TikTok and Instagram meme pages within the UK.
To begin, we targeted highly engaged macro influencers with relatable profiles. We directed them to create original content using Sony Music Commercial Group’s official sound. Each video had a clear message and an easy to replicate, meme-like quality. This spurred imitations amongst our macro influencers’ audiences, all using Sony’s official sound.
We then sent the videos to Instagram meme accounts to repost, taking steps to ensure the content was a natural fit. This supercharged the virality of the trend.
The campaign drew influencer views of over 14 million and a reach of over 24 million. George Michael’s Careless Whisper was released in 1984, predating the oldest Gen Z-ers by over a decade. Fanbytes harnessed the power of TikTok and Instagram to create love for the song amongst a new generation.
By directing the flow of user-generated content towards official channels, we were able to boost awareness while skyrocketing the trend and driving streams.