This past May, we partnered with Universal Music to drive awareness and build anticipation for the release of Canadian Rapper Classified‘s brand new single, “She Ain’t Gotta Do Much” through Influencer Marketing.
The Creative Approach
We sourced 10 Canadian professional Hip-Hop dancers, whose large audiences are comprised of music lovers, to produce and film storyline choreography to play off the lyrics of “She Ain’t Gotta Do Much”.
All videos were professionally recorded and edited to ensure the output was polished, consistent, and unified.
Telling The Story
Before the launch of the full video, each dancer told their story with unique choreography to the single and published it to their social feeds. The dancers then all followed in the routine through a common chorus choreographed and directed by Tatiana Parker that unified the video content, in an integration that would appear organic and seamless.
This successfully created buzz and awareness about the new single.
The Final Video
Finally, we produced a collabo video which stitched together scenes from each dancers’ videos into one fluid music video.
The Results
The social syndication of content across social media platforms including Facebook, Instagram, and YouTube amounted to over 100,500 video views on YouTube and over 13,000 engagements to date.
Moreover, the campaign resulted in 100% positive brand sentiment, which means the audiences of all creators involved were excited and enthusiastic about the content they were producing and sharing.
The unique way in which anticipation, buzz, and awareness was created around Classified’s new single, “She Aint Gotta Do Much” with the help of these talented dance influencers provided our client with results that far exceeded their expectations.
Influencer Marketing can be one of the most impactful strategies to get your brand’s message across when backed by a creative, and out-of-the-box treatment – and this was by far one of our most memorable and exciting projects to work on!