YouTube Shorts x Dua Lipa - Houdini
“Do you think about it night and day?”
#DuaLipaHoudini
Overview: Catch me or I go Houdini
Dua Lipa’s single Houdini needed more than just a standard release—it needed a cultural moment. To make that happen, we launched an influencer-driven campaign on YouTube Shorts and Instagram Stories, turning the track into a viral red flag trend. By partnering with high-impact creators, we made Houdini an essential part of the short-form content space, ensuring widespread engagement and participation.
Challenge: Tell me all the ways you need me
With new music constantly flooding social media, standing out requires more than just a great song. Houdini needed a visual and interactive hook that would inspire creators and fans to engage with it organically. The challenge was not just to promote the track but to make it an irresistible trend that users would actively seek out and replicate.
Solution: one to make me stay
We tapped into 22 top-tier influencers, each producing multiple pieces of content to maximize visibility. By leveraging the short-form video momentum of YouTube Shorts and Instagram Stories, the campaign fueled organic discovery and engagement. Encouraging participation from both creators and their audiences, we transformed Houdini from a song into a full-blown social media trend.
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Our Results:
The campaign turned Houdini into a social media sensation, generating millions of views and high engagement across platforms. The combination of top-tier influencers and strategic content placement led to widespread participation and interaction.
22 creators 🎨
A diverse mix of influencers drove momentum, each contributing to the virality.
197M Followers 🌟
Our creators collectively reached nearly 200 million followers, maximizing exposure.
28M views 👀
The campaign racked up over 28 million views, cementing Houdini as a social media phenomenon.
1.64M Reach 🌍
The campaign extended well beyond direct followers, ensuring widespread visibility.
1.18M Likes ❤️
High engagement proved that audiences weren’t just watching—they were loving and interacting with the content.
1M+ Engagement 👍
A flood of comments, shares, and remixes kept the trend alive long after launch.
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Our Creators Drive Influence Far and Wide
Here, you'll see how their dynamic content sparked a wave of engagement, with metrics that underline their impact. From substantial view counts to interactions that boosted visibility, this showcase captures the energy and reach of these creators. Each influencer helped kickstart the trend.
If you're good enough, you'll find a way
The Houdini campaign successfully transformed Dua Lipa’s single into a viral red flag moment. By focusing on high-impact creators and leveraging the natural momentum of short-form video, the campaign not only introduced the song to millions but made it a must-use track on social media.
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
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.