TOP LINE

Capitol Records partnered with The Syndicate to create awareness for label artist MARINA and her song “About Love (From The Netflix Film ‘To All The Boys: P.S. I Still Love You’)”. Digital street team representatives across five different markets created content on Instagram and TikTok and promoted the song by using it in their videos.

THE DETAILS

Five digital street team reps were tapped to create original content for MARINA with the goal of engaging their online network of friends and Gen Z/Millennial peers about the song. Digital street team reps brainstormed and recorded unique and bespoke content for MARINA on Instagram Stories and TikTok. Reps utilized the song directly through the apps via music sticker or official sound, and integrated the track across 40+ total videos. These content creators were encouraged to speak in their own voice to maximize organic reach to their followers, and received numerous reactions, comments, direct messages, replies, and text messages from friends and peers about the campaign.

IMPACT

Digital street team created 40+ bespoke videos across Instagram and TikTok, saw a 3.93% engagement rate across the campaign, and successfully positioned “About Love” in front of a combined audience of about 18K people within MARINA’s target demographic.