Summer Walker - FMT, Finally Over It
Brought Closure, Content, and a Cathartic Night in Atlanta
Event and Influencer Activation
#FinallyOverIt
Overview: Music, Emotion, and a Whole Lot of Baggage (Dumped)
To support the release of Summer Walker’s album Finally Over It and the “FMT” music video, we executed a hybrid campaign that blended a high-touch experiential event with a structured influencer rollout. The campaign kicked off with an immersive, creator-only event in Atlanta designed to embody the album’s themes of release, growth, and closure. From there, creators extended the moment online through Shorts and social content that kept the conversation going through launch week.
Challenge: Bridging Real Emotion With a Visual Trend
The album and video carried themes of heartbreak, transformation, and emotional release. The challenge was giving creators a way to tap into those themes authentically while still delivering branded content that felt fresh, structured, and social-ready. We needed both the event and digital sides of the campaign to feel personal, not performative.
Solution: An Experience First, a Story After
We invited 21 creators to attend a one-night-only event in Atlanta. The experience included custom installations like the “Dump Your Baggage” truck and the “Escape Your Type” room, offering creators unique spaces to shoot, reflect, and celebrate the album in real time. From there, each creator was tasked with publishing on YouTube, Instagram, Twitter/X and TikTok.
The second phase centered on the music video. Creators were encouraged to express personal reactions to “FMT” through skits, outfit reveals, glow-up edits, or storytelling moments—highlighting the emotions of letting go and moving on while driving direct views to the video and album.
A Hybrid Campaign With Real Emotional Reach:
This campaign combined the best of live experience and digital storytelling. The event created genuine connection, while the creator content gave fans a reason to stream, share, and talk about the release.
21 Creators 🎨
21 creators participated across event and video content
97M Fans 🌟
97 million combined creator following
1.34M Views 👀
1.34 million views across YouTube Shorts and social platforms
989K Reach 🌍
989,000 unique viewers engaged with the campaign
90K Likes ❤️
90,000 likes reflected strong viewer interest and resonance
97K Buzz 👍
97,000 total engagements across content
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Watch This
Creators Gave Heartbreak a Plot Twist
From Dump Trucks to Glow-Ups
From content shot live inside the Escape Room to reaction skits dramatizing “FMT” lyrics, creators used the brief to tell stories that felt raw, funny, and relatable. Their takes made the campaign feel like a movement, not just a moment.
Finally Over It Was More Than a Release, It Was a Reset
By starting with a shared experience and ending with creator-led storytelling, this campaign gave Summer Walker’s album the attention it deserved. The concept was emotional, the content was relatable, and the execution felt genuinely cathartic.
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.