Sabrina Carpenter - Tears
Turned Drama Into a Dance Moment
#TearsBySabrina
Overview: A Drag-Inspired Music Video Meets Creator-Led Choreo
To promote Sabrina Carpenter’s new single Tears, we invited creators to channel the song’s over-the-top, theatrical vibe by recreating its signature 8-count choreography on YouTube Shorts. The creative direction leaned into camp, drag, and DIY music video energy—with creators encouraged to style the dance in their own voice. Instagram Stories supported the push with swipe-ups directing traffic to their Shorts.
Challenge: Making Fast Choreo and a Bold Aesthetic Feel Creator-Friendly
The “Tears” music video had big visual energy and fast-paced choreo—not always a natural fit for short-form creators. The challenge was getting creators to commit to the moves while still keeping the content feeling native to their own tone and audience, without it becoming overly polished or off-brand.
Solution: Letting Creators Own the Camp
We partnered with 29 creators who brought range, style, and creativity to the dance. From theatrical solo takes to Rocky Horror-style dress-ups, creators made the challenge their own while sticking to the brief. The result was a strong mix of authenticity, performance, and fun—capturing the mood of Tears while pushing participation.
Our Results:
The campaign delivered high reach and strong engagement across Shorts and Stories. Creator content helped bridge fan attention from the music video to user-generated choreography.
29 Creators 🎨
29 creators took the mic (and the choreography) to turn their feeds into pop stages.
236M Fans 🌟
With a combined following of 236 million, our creator lineup had more reach than a global stadium tour.
18.5M Views 👀
18.5 million people tuned in to see the drama, the dance moves, and the DIY music video magic.
1.85M Reach 🌍
1.85 million unique viewers got a front-row seat to the Tears takeover.
446k Likes ❤️
446,000 likes confirmed that fans weren’t just watching—they were obsessed.
553K Buzz 👍
553,000 engagements meant people weren’t just scrolling—they were clapping back, commenting, and rewatching.
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Watch This
Popstar Poses and Last-Minute Twists
Creators Channeled Their Inner Popstars
From moody outfits to cheeky end scenes, creators embraced the drama of Tears while delivering the choreography in fun, personality-driven ways. Some added text commentary, some extended the trend with unexpected endings—but all leaned into the idea of making their own music video moment.
Sabrina’s “Tears” Got the Short-Form Treatment It Deserved
This campaign hit the sweet spot between bold direction and creator freedom. The result: a trend that delivered reach, gave fans something to dance to, and matched the theatrical spirit of Tears without losing its playfulness.
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
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.