YouTube Shorts x ROSÉ - APT.
The Banger That Won’t Stop Smashing Records
#ROSÉ_BRUNO_APT
Overview: Sleep Tomorrow, Tonight Go Crazy
Steps to create a mega-viral dance trend:
Activate The Sulfur Group.
Activate The Sulfur Group again.
If you REALLY need more info than that….
Here’s the down-low on how we crushed a two-part campaign, igniting a viral dance trend on YouTube Shorts for ROSÉ and Bruno Mars' latest hit, “APT.”
Challenge: Make Every Second Count
Pressure makes diamonds. This campaign proved it.
YouTube first tasked us with creating a lightning-fast influencer campaign to seed the trend among micro-to-medium influencers and drive massive engagement — all within a matter of hours. Our job? Activate the right creators who didn’t just meet YouTube’s specs but could deliver results; really f*cking fast.
Once we nailed Phase 1, we had to keep our foot on the gas. In Phase 2, we needed to keep the momentum going with larger-scale creators giving the trend even more life.
Solution: Ignite + Amplify
Good things happen when you have a killer team and ours went to work to launch Phase 1.
We handpicked 15 micro-to-medium influencers with high engagement, diverse audiences, and the ability to deliver compliance-friendly, top-tier content. Once locked in, we moved quickly through onboarding and contracting, providing a tight, detailed brief to our selected creators. Just 9 hours later, we had perfectly executed content in hand and in under 16 hours total, Phase 1 was live and thriving on YouTube Shorts.
Yes, we are that good.
With the foundation from Phase 1 set, we went even harder with Phase 2.
We activated 21 of the most trusted, top-tier influencers in the game to keep the momentum alive and elevate the campaign with their unique flair. With a combined follower count of 96 million, this group of heavy-hitters brought unmatched creativity and energy, catapulting this campaign to the moon.
Our Results:
As of Dec. 17, 2024
All that hustle paid off. ”APT.” and the viral dance we seeded have taken over platforms everywhere.
Not to flex too hard, but ROSÉ and Bruno Mars have shattered about a gazillion streaming records. Here are a few we’re especially proud of:
36 creators 🎨
Micro-large influencers participated, each putting their unique spin on the dance to spark engagement.
7.2M+ views 🌟
Phase 1 & 2 content across 26 creators generated 7,210,887 establishing a strong “APT.” presence. 🌠📈
488K Engagement
Influencer content achieved 488,591 engagements, driving strong interaction with the audience. 🎉
15 hr go-live ⏰
Content went live just 15 hours after influencers received the brief, ensuring quick engagement.
2.2% Engagement
The average engagement rate was 2.21%, showing high user interest relative to follower count. 📣
85+ pieces 🤩
A total of 85+ items, including value-add, were posted as part of this phase.
YouTube Shorts
Instagram Stories
Instagram Reels
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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…
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From Micro to Macro, 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 dance trend, making YouTube Shorts a stage for this viral moment.
Creator Spotlight 1: Reagan Baylee
Reagan was an obvious choice for Phase 1 of this campaign. A medium sized influencer and true content-creation pro, she checked every one of our boxes with her upbeat, colorful style and highly engaged fanbase. Her fresh approach and ability to deliver a high-energy piece of content on a tight timeline proved that she very clearly #understoodtheassignment.
Creator Spotlight 2: Ellen & Brian
From the moment we got the brief, we knew Ellen & Brian were a must for Phase 2 of this campaign. With millions of YouTube subscribers and over 1 billion views across channels, securing Ellen & Brian was a massive win. Known for their K-Pop dance covers and tutorials, they went above and beyond, delivering content that exceeded all of our expectations. Plus, they featured their ridiculously adorable baby, making it impossible not to fall in love.
A Campaign That Speaks for Itself
Launching a dance trend for two of the biggest stars on the planet is exactly the kind of challenge we thrive on.
From activating micro-to-medium influencers with speed in Phase 1 to scaling up with top-tier creators in Phase 2, this campaign showcased our ability to deliver results at every level.
We've got a rep to uphold, and this campaign was just another addition to our record.
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.