YouTube Shorts x Doechii
This Challenge Brought Out Everyone’s Wild Side
#DoechiiAlterEgo
Overview: Bringing Doechii’s Concept to Life Through expression
To promote Doechii’s new single Alter Ego, we launched an influencer campaign across TikTok, YouTube Shorts, and Instagram Stories. The #DoechiiAlterEgo challenge gave creators full creative freedom to showcase their own alter egos—however they defined them. From bold fashion transformations to character performances, the campaign empowered creators to tap into their other selves and share them with their audiences.
Challenge: Encouraging Creators to Interpret a Broad Concept in a Way That Resonated
Alter Ego is all about transformation, identity, and self-expression. The challenge was translating such a broad and personal concept into short-form content that felt authentic. We needed creators who could interpret the theme in ways that would connect with their followers, while keeping Doechii’s bold and fearless energy at the center.
Solution: Creative Freedom to Interpret the Alter Ego Concept
We partnered with 17 creators across TikTok, YouTube Shorts, and Instagram Stories, encouraging them to define and embody their alter egos in their own unique styles. Some creators used fashion and makeup transformations, while others leaned into performance, humor, or storytelling. By giving them creative control, the campaign resulted in highly varied and engaging content that aligned with Doechii’s message of self-expression.
Our Results:
The #DoechiiAlterEgo campaign sparked widespread creativity and encouraged audiences to embrace their own alter egos. The content stood out for its diversity and authenticity, driving strong engagement and visibility for the single.
17 creators 🎨
17 creators led the #DoechiiAlterEgo dance trend.
3M+ views 🌟
3.81 million views amplified the release of Alter Ego across platforms.
233k+ Likes 🎉
233,000 likes reflected audience excitement and approval.
30M+ followers
The participating creators had a combined following of 30.97 million, expanding the campaign’s reach.
243k Engagement
243,820 total engagements confirmed audiences connected with the trend and joined in.
286K reached 🤩
286,000 unique viewers engaged with the content on TikTok, Shorts, and Stories.
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A Campaign That Inspired Bold Self-Expression and Engagement
Creators Brought Their Alter Egos to Life on Camera
From dramatic character switches to subtle shifts in tone, creators showcased the full spectrum of what an alter ego could mean. Their interpretations ranged from powerful and fierce to playful and unexpected, making the trend feel dynamic and true to Doechii’s vision.
Doechii’s Alter Ego Campaign Was a Celebration of Identity and Creativity
By giving creators the freedom to define their own alter egos, the campaign sparked a movement of bold self-expression. Alter Ego wasn’t just a song—it became a theme for creators and audiences to explore different sides of themselves, bringing Doechii’s message to life across platforms.
Engineering Social
Engineering Social
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DON’T WAIT, 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.