YouTube Shorts x tate mcrae - exes
Breaking Hearts and Records
#KissesToMyExes
Overview: I'm sorry, sorry that you love me
Tate McRae’s single Kisses To My Exes needed an explosive social media presence to match its high-energy breakup anthem vibe. We designed an influencer campaign on YouTube Shorts and Instagram Stories to push the song into the short-form content space. By partnering with top-tier creators, we sparked a dance trend that encouraged fans to engage, share, and put their own spin on the track.
Challenge: I don't mean, mean to be cold, but that's how I get
The goal wasn’t just to promote a new song—it was to create a movement. Kisses To My Exes had the energy to resonate, but it needed a strong visual and interactive element to break through the noise. The challenge was to make the track feel like more than just a song—it had to become a moment that fans and creators wanted to be part of.
Solution: Kisses, kisses to the next ones who think they can live without me
We enlisted 13 influential creators to produce multiple pieces of content, leveraging the fast-paced nature of YouTube Shorts and Instagram Stories. By focusing on an easy-to-replicate yet captivating dance trend, the campaign encouraged widespread participation. The strategy created a ripple effect, getting the song in front of audiences who might not have discovered it otherwise.
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Our Results:
The campaign gave Kisses To My Exes a viral boost, generating millions of views and strong engagement across platforms. The dance trend spread beyond the initial creator pool, driving organic participation.
13 creators 🎨
A handpicked lineup of creators drove momentum, each adding a unique spin to the trend.
71M Followers 🌟
Our creators’ combined audience totaled 71 million, maximizing exposure.
19.3M views 👀
The campaign amassed over 19 million views, amplifying the song’s presence.
728k Reach 🌍
The campaign extended beyond direct followers, gaining additional traction through shares and reposts.
819K Likes ❤️
Fans didn’t just watch—they engaged, leading to nearly a million likes.
862k Engement 👍
High interaction levels, from comments to remixes, kept the trend going.
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I'm a, I'm a, I'm a wild ride that never stops
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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 trend.
Let's just say it is what it is and was what it was
The Kisses To My Exes campaign transformed Tate McRae’s song into more than just a release—it became a shared online experience. By tapping into the power of short-form content and strategic influencer partnerships, the campaign turned the track into a must-use sound, proving that the right creator-led strategy can elevate a single to viral status.
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.