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.
. #SheAintGottaDoMuch @classifiedhiphop I travel often for work so I really cherish the rare time I do get to spend in my home. My every day starts with delicious coffee, good music, a little dance and most recently visits from my buddy Nas. Shoutout @theblklts, Nasir, Cailyn and @z0magik for being the best new neighbours a gal could ever dream of. Happy #HOME, happy #LIFE! #HappyTati 🙂 — Filmed by: @charlesdupouy Artwork by: @adom.on.acid This project was such a joy to produce with my brother @noah_miguel_ . (full video on my YouTube – link in bio) — Go check out these beautiful Canadian women who joined me in sharing what makes them smile: @theaddychan @aglaekounkou @carolinetorti @deirdrebarnes @jayme_rae @jennydailey88 @kimgingras @taminapollackparis @winni3ta
BALANCE IS KEY. I really try to live by that motto in any area of my life. . I know a lot of you have seen me on stage, in heels, probably sitting in my hip, breaking my back in half or giving you a mean walk forward. Haha. 😛👠💁♀️ It’s true; Im extremely comfortable with my fluidity, sensuality, and empowering FEMININE energy. . But what you may not know about me is that my MASCULINE energy is equally present within me and in my life. I like to analyse, get technical, stay physical, and take risks. 👊🏻📝🏋🏻♀️ This is where boxing comes in for me. A great example of THE YANG TO MY YIN. . Combining these two passions of mine, and activating both my feminine and masculine energy for this project brought me so much joy. . Artist: @classifiedhiphop New song: She Ain’t Gotta Do Much #sheaintgottadomuch Choreography: @tatiparker Videographer: @kendwag_ Boxing gym: @prevailboxing @milancostich Activewear: @reebok ________ L’ÉQUILIBRE C’EST LA CLÉ. J’essaye vraiment de vivre avec cette devise en tête dans tous les domaines de ma vie. . Je sais que beaucoup d’entre vous sont habitués de me voir sur scène, en talons hauts, sûrement assise dans ma hanche, à briser mon dos en deux, ou à me déhancher en marchant d’un bout à l’autre de la scène. Haha. 😛👠💁♀️ Et oui, c’est vrai. Je suis extrêmement confortable avec ma fluidité, sensualité et énergie FÉMININE. . Ce que vous ne savez peut-être pas par contre c’est que mon énergie MASCULINE prend tout autant de place dans ma vie. J’aime analyser, être technique, rester active physiquement et prendre des risks. 👊🏻📝🏋🏻♀️ Faire de la box vient vraiment combler ce côté là de ma personnalité. Un bel exemple de YIN & YANG. . Pouvoir combiner ces deux passions et activer mon énergie masculine et féminine pour ce projet m’a vraiment fait plaisir!
What got me into dance in the first place is my passion for music. When I go back home, whether it’s Mtl or LA, I love to throw a get together and dj for my friends. Music is what inspires me everyday and this why I jumped on this occasion to collaborate on this cool project. Hope you enjoy! Full link in bio 😉 #SheAintGottaDoMuch #Dance Music: @classifiedhiphop Choreo: @tatiparker Shot & edit: @rodneychonia @hxgnfilms
There’s nothing like running through the buzz of the city. I actually prefer city running because it provides constantly changing obstacles. That feeling of accomplishment is sensational and motivates me to keep pushing and recalibrating in all facets of my life. #SheAintGottaDoMuch @classifiedhiphop Shot by @camroden
DO WHAT YOU LOVE 💕 | I’m at a phase in my life where I value life experience just as much as I do my career. I spend my days nourishing my soul with adventure, meaningful relationships, learning more about nature and the many ways of life! My next adventure is a cross country trip to the Rocky Mountains while camping and living in a Van! While I do travel often, I have two companies that are extensions of my soul. The first, @thegirlsclub.ent, which is an academy that inspires women to embody movement from a place of self Love and empowerment. The second is @intuitivefeels which is a spiritual movement practice that connects our bodies to our own soulful dance expressions ! Maintaining a positive work/life balance allows you to show up in the world as the best possible you! . I don’t gotta do much, but what I do , I LOVE Music by: @classifiedhiphop Choreography segment by: @tatianaparker Videography by: @axelvillamil Huge thank you to everyone who had a hand in bringing this project to life! 🔝FULL VIDEO IN BIO LINK🔝 . #SheAintGottaDoMuch #DoWhatYouLove #vanlife #dancelife #entrepreneurlife #girlboss #wildwoman
What makes you, YOU? We all have traits, interests, rituals that are unique to us and make us feel GOOD. I love the combination of working on my outward AND inner self which is why I love yoga so much. Taking this time for myself leaves me feeling so peaceful and centered. A lot of you also know about my obsession with coffee by now but it’s more so what accompanies this ritual that gives me so much joy. It allows me to share moments with loved ones, make to-do lists to keep myself organized or I can just sit there and take a moment to be grateful for what I have in life. It may not seam like much, but it’s these little things that make me, ME. 🙋🏻♀💗 @classifiedhiphop #sheaintgottadomuch
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 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!
"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."
"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"
"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"
"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"
"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."
"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"