Alex Warren - Eternity
Turned Emotion into a Visual Trend
#EternityonShorts
Overview: A Photobooth Effect Meets an Emotional Cut Trend
To promote Alex Warren’s single Eternity, we launched a creator campaign across YouTube Shorts and Instagram Stories. The activation was built around two creative tools: a custom photobooth-style effect and a trending video format using quick cuts paired with emotional visuals. Both elements used Eternity as the soundtrack, giving creators a clear creative hook and giving the track a strong presence across short-form platforms.
Challenge: Turning a Sentimental Song Into a Scroll-Stopping Trend
Eternity is an emotional track, which can be harder to land in short-form where fast, punchy content typically dominates. The challenge was designing a trend that made space for vulnerability without slowing the content down. It had to be easy to replicate, flexible for creators, and visually strong enough to hold attention in-feed.
Solution: A Dual Approach That Let Creators Pick Their Angle
We activated 22 creators who each used the song in one of two ways—or both. Some used the photobooth effect to tell a visual story in a single take, while others leaned into the cut trend to show a series of moments tied together by the song’s emotional arc. The flexibility of the creative direction gave creators room to connect authentically with their audiences while keeping the campaign consistent.
Our Results:
The campaign created a recognizable aesthetic around Eternity and inspired audiences to engage with the content emotionally and visually.
22 Creators 🎨
22 creators launched the campaign using the effect or the trend format.
62M Followers 🌟
The creators had a combined audience of 62 million, helping drive reach.
5M Views 👀
4.92 million total views delivered a strong launch for the single.
803K Reach 🌍
803,000 unique viewers interacted with the content.
176K Likes ❤️
176,000 likes showed viewers connected with the emotional tone.
242K Buzz 👍
242,000 total engagements showed active viewer interest.
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When the Beat Drops and the Cuts Start Flying
Creators Used the Tools to Tell Their Own Stories
Some creators used the photobooth effect to share nostalgic moments. Others used quick-cut editing to move viewers through a feeling, a memory, or a narrative. The content was unified by tone, not format, which made the campaign feel flexible and personal.
Alex Warren’s Eternity Campaign Balanced Format and Feeling
By giving creators a set of tools and a powerful song to build around, the campaign achieved reach, consistency, and emotional resonance. Eternity became the soundtrack to real moments, which made it stick.
Engineering Social
Engineering Social
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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.