YouTube Shorts x Meghan Trainor - Unleashing Dance and Creativity
Overview
I Am your mother!
In the world of digital creativity, collaborations have the power to ignite trends and amplify platforms. The partnership between YouTube and artist Meghan Trainor was a testament to this magic. With the goal of promoting Meghan's new song "I Am Your Mother" through a choreographed dance on YouTube Shorts, The Sulfur Group, in collaboration with strategy partner Shareability, orchestrated a campaign that set a new bar for engagement and creativity.
Challenge
Our challenge encompassed the holistic process of developing the campaign, from strategy to execution, and it involved three key aspects:
Developing the Campaign Strategy: The first challenge was to craft a comprehensive campaign strategy that would harness the vibrant energy of Meghan Trainor's new song and translate it into a viral trend on YouTube Shorts. This entailed understanding the song's essence, identifying the most effective way to engage the audience, and creating a roadmap for success.
Identifying the Right Influencers: The second challenge revolved around influencer selection. We needed to identify and engage 25 influencers whose combined following totaled a staggering 96.9 million. This required careful consideration of influencer relevance, resonance with the campaign, and the ability to mobilize their followers effectively.
Flawless Execution: The third challenge was to execute the campaign within a relatively short time frame while ensuring that it maximized engagement and seamlessly aligned with the YouTube Shorts ethos. This meant striking a balance between speed and creativity, managing influencer contracts and negotiations, providing influencers with a digital creative brief, and overseeing the delivery of content from influencers.
Solution
The Sulfur Group, in partnership with Shareability, embarked on a journey to develop a campaign strategy that not only leveraged Meghan Trainor's new song but also captured the essence of YouTube Shorts.
Together, we identified and engaged 25 influencers, collectively commanding a massive following of 96.9 million. These creators were equipped with digital, creative briefs that empowered them to infuse their unique styles into the choreographed dance, transforming it into a diverse expression of creativity. These influencer renditions weren't just content; they served as invitations for their followers to join the dance and become part of the viral wave.
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Our Results
17 days 🏎️
We turbocharged Meghan’s new song on Shorts - making it one of the speediest YouTube campaigns ever! 🚀
25 creators 🎨
We assembled a crew of 25 creators spanning diverse genres, from dance and family to food and fashion. 📸
21% Savings 💰
We didn't just dance to the beat; we also danced to the budget, negotiating a groovy 21% savings on influencer fees! 💸
61M views 🌟
The challenge pulled in a jaw-dropping 61 million views faster than you can say "I Am Your Mother"! 📈
97M Fans 🤩
Our influencer dream team brought together a whopping 96.9 million followers across their IG and YT channels. 🙌
54 redlines 📝
With our in-house legal department we fine-tuned 54 redlines and revisions, ensuring the client was legally sound! 🎥
3.6M Likes 👍
We didn't just groove, we grooved to the tune of 3.6 million likes - that's some serious digital applause! 🎉
86 pieces 💃
We churned out a staggering 86 deliverables including 10 value-add posts over:
YouTube Shorts
Instagram Stories
Instagram Reels 🕺
TRUE INFLUENCE IS ABOUT LEVERAGING AUTHENTICITY.
Star-Studded Lineup
Creator Content
We've curated a dazzling display of creativity and influence. Take a closer look at this small sampling of creators (6 OUT OF 25), accompanied by a breakdown of their impressive metrics. From dance sensations to family-friendly favorites, culinary connoisseurs to fashion trendsetters, each influencer brought their own special flair to Meghan Trainor's YouTube Shorts challenge.
Talent Roster
What they’re saying about Sulfur 🔥
“one of the fastest campaigns that's ever been executed in YouTube history.”
— Caroline B., Social & Influencer Marketing Manager
Engineering Social
Engineering Social
driving social conversation and sentiment in ways no one can.
Let’s ignite your brand
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.