YouTube Shorts x ROSÉ - APT.
Phase 1 - C4C Creators
#ROSÉ_BRUNO_APT
Overview
apateu apateu apateu
Sulfur managed a campaign for YouTube, partnering with K-Pop sensation ROSÉ to promote her new single "APT." featuring Bruno Mars. With its catchy tune based on ROSÉ's favorite drinking game, the campaign aimed to create a viral dance trend on YouTube Shorts, fueling rapid engagement. This case study covers Phase 1, where 15 micro to medium influencers kicked off the campaign by posting choreographed dance videos as YouTube Shorts.
Challenge
YouTube and ROSÉ wanted to drive massive engagement and awareness quickly for the launch of "APT." They needed a fast, impactful influencer strategy to seed the trend within hours and ensure high-quality, compliance-friendly content. Additionally, they wanted to start with micro-medium influencers to build an organic foundation for the song's visibility, before scaling up with larger creators in Phase 2.
Solution
Sulfur handled every stage, from influencer selection to contracting, content creation, and analytics. Our approach:
Influencer Selection: We identified 15 micro-medium influencers with engaged followers, well-suited for viral trends and quick turnarounds.
Efficient Onboarding and Briefing: Influencers received a detailed brief covering choreography, FTC guidelines, and deliverables. Creators moved from brief receipt to content submission in just 9 hours, going live within 15 hours.
Trend Acceleration: Influencers each posted a YouTube Short with the choreographed dance, maximizing visibility and jumpstarting engagement for "APT."
watch this
Our Results
As of Oct 30, 2024
This campaign's success demonstrates the power of combining well-targeted influencers with quick, strategic execution to fuel rapid visibility. Phase 1's influencer activation provided a strong start, laying the groundwork for the upcoming Phase 2, which will expand reach with larger creators. The impressive results for "APT." underline the impact of Sulfur's efficient influencer marketing strategy.
15 creators 🎨
Micro-medium influencers participated, each contributing to the trend with a YouTube Short.
885k views 🌟
The campaign gathered a total of 885,000 views across influencer posts. 🌠📈
9 HR Content 🏃🏻♀️
Influencers moved from receiving the brief to submitting their content within 9 hours.
319K Engagement
Influencer content achieved 319,000 engagements, driving strong interaction with the audience. 🎉
3.2M fans 🤩
These weren't just numbers; they represented a vast and engaged audience eager to join the APT trend. 🙌
9.9% Engagement
The average engagement rate was 9.97%, showing high user interest relative to follower count. 📣
15 HR Go-Live ⏰ ⏰
Content went live just 15 hours after influencers received the brief, ensuring quick engagement.
29 pieces 💃
A total of 29 items, including value-add, were posted as part of this phase.
YouTube Shorts
Instagram Stories
Instagram Reels
APT.
SUCCESS
Music Video Views (YouTube, 12 Days): 211M
The "APT." music video reached 211 million views on YouTube in just 12 days.
Spotify Streams (12 Days): 169M
The song garnered 169 million Spotify streams in 12 days, showing broad listener appeal.
Billboard Global 200: Projected No.1 debut, ROSÉ's second No.1, solidifying her unique position as a leading female K-Pop soloist
"APT." is projected to debut at No.1, marking ROSÉ's second time topping the chart.
Record-Breaking Streams (YouTube Music Korea): 21.1M, surpassing BTS's "Butter"
On YouTube Music Korea, "APT." achieved 21.1 million streams in its debut week, surpassing BTS's "Butter."
First-Day Spotify Record: 18.32M streams, marking a historic day for a female K-Pop soloist
ROSÉ set a new record for a female K-Pop soloist, achieving 18.32 million streams on the first day.
TikTok Record: Fastest Asian song to reach 1 billion views (4 days)
"APT." set a record as the fastest Asian song to hit 1 billion views on TikTok, achieved within 4 days.
All you gotta do is just meet me at the…
in the Spotlight
Creator Content
This section highlights the influencers who brought the "APT." trend to life on YouTube Shorts. 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. Discover how each influencer helped kickstart the dance trend, making YouTube Shorts a stage for this viral moment.
Engineering Social
Engineering Social
driving social conversation and sentiment in ways no one can.
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.