YouTube Shorts x Meghan Trainor - Unleashing Dance and Creativity
Overview
I Am your mother!
In the world of digital creativity, collaborations have the power to ignite trends and amplify platforms. The partnership between YouTube and artist Meghan Trainor was a testament to this magic. With the goal of promoting Meghan's new song "I Am Your Mother" through a choreographed dance on YouTube Shorts, The Sulfur Group orchestrated a campaign that set a new bar for engagement and creativity.
Challenge
Our challenge was to harness the vibrant energy of Meghan Trainor's new song and channel it into a viral trend on YouTube Shorts. How could we motivate a diverse range of influencers to join the dance and invite their followers to participate? How could we execute a campaign within a short time frame that maximized engagement and seamlessly aligned with the YouTube Shorts ethos?
Solution
The solution lay in strategic influencer collaboration. We identified and engaged 25 influencers whose combined following totaled a staggering 96.9 million. These creators were provided with digital, creative briefs, enabling them to recreate the choreographed dance in their unique styles. This diversity of expression amplified the trend, enticing a wider audience. The influencers' renditions were not just content; they were invitations for their followers to join the dance.
watch this
Our Results
17 days 🏎️
We turbocharged Meghan’s new song on Shorts - making it one of the speediest YouTube campaigns ever! 🚀
25 creators 🎨
We assembled a crew of 25 creators spanning diverse genres, from dance and family to food and fashion. 📸
21% Savings 💰
We didn't just dance to the beat; we also danced to the budget, negotiating a groovy 21% savings on influencer fees! 💸
61M views 🌟
The challenge pulled in a jaw-dropping 61 million views faster than you can say "I Am Your Mother"! 📈
97M Fans 🤩
Our influencer dream team brought together a whopping 96.9 million followers across their IG and YT channels. 🙌
54 redlines 📝
With our in-house legal department we fine-tuned 54 redlines and revisions, ensuring the client was legally sound! 🎥
3.6M Likes 👍
We didn't just groove, we grooved to the tune of 3.6 million likes - that's some serious digital applause! 🎉
86 pieces 💃
We churned out a staggering 86 deliverables including 10 value-add posts over:
YouTube Shorts
Instagram Stories
Instagram Reels 🕺
True engagement demands sincere storytelling.
Star-Studded Lineup
Creator Content
We've curated a dazzling display of creativity and influence. Take a closer look at this small sampling of creators, accompanied by a breakdown of their impressive metrics. From dance sensations to family-friendly favorites, culinary connoisseurs to fashion trendsetters, each influencer brought their own special flair to Meghan Trainor's YouTube Shorts challenge.
Talent Roster
What they’re saying about Sulfur 🔥
“The fastest (most efficient) campaign ever executed in YouTube history.”
— Caroline B., Social & Influencer Marketing Manager
Engineering Social
Engineering Social
driving social conversation and sentiment in ways others are not
Let’s 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.