PMYB unleashed the #PartyTricks
The musical.ly app (now merged with TikTok) is a Global Video Community that millions of people around the world use to creatively express themselves and communicate with friends.
musical.ly’s Campaign Objectives
- Raise the brand awareness of musical.ly across the UK
- Increase the musical.ly app userbase
- Improve engagement within the musical.ly app
- Change the perception of the musical.ly app, from a ‘musical’ video sharing app to a global video community that allows people to communicate with others, express their creativity and live their passions (including music, comedy, gaming, sports, fashion, food and more)
PMYB designed a digital strategy based around the #PartyTricks hashtag, in order to generate user-generated content on a mass scale and increase engagement on the app. By encouraging the target market to download the musical.ly app and perform their own party trick, the #PartyTricks hashtag trended worldwide.
To achieve the campaign objectives, the PMYB team selected and fully managed social media vloggers from 3 influencer niches. We identified 8 Chromo-Influencers®, who belonged to the Comedy, Sports, and Gaming niches (Chromo-Influencers® are the top 3% of influencers that rate highly against 46 data points that we have found to impact conversions).
Within several weeks, the 8 Chromo-Influencers® posted 193 pieces of content, in the form of YouTube videos, Instagram Posts, Instagram Stories, Twitter posts and musical.ly videos.
In doing so, we drove over 60,000 consumers to the musical.ly app, majorly increased engagement within the app and achieved the incredibly low CPA target that musical.ly assigned to PMYB.