Flex – Columbia Records UK

OVERVIEW OF CAMPAIGN

In tandem with completing his A Levels, Flex signed to Columbia with ‘6 In The Morning’ after noticing a hugely positive trajectory. We successfully skyrocketed the TikTok sound and trend through collaborating with key influencers from the dance community, all producing tailor-made content. On Tik Tok, the user-generated content (UGC) received over 53k creations generating an impressive 356 million views in total. The influencers played a crucial role in amplifying the reach and impacting the campaign by tapping into their dedicated follower base. The influencers’ contributions to the campaign alone garnered over 30 million views on TikTok. Their involvement not only added credibility to the campaign but also significantly expanded its reach and impact resulting in a T40 OCC chart position.

In essence, the success of the campaign can be credited to the bespoke content produced by influencers, promoting UGC, and strategically sharing BTS material, which essentially resonated with the dance community. Here are some examples of the bespoke content that circulated online.

Official TikTok sounds: https://www.tiktok.com/music/6-In-the-Morning-feat-Nate-Dogg-7346650600946567969

Links:

RESULTS & KEY LEARNINGS

Around the first wave of the influencer campaign (late May), UGCs on official sound hit a peak of around 1.6k daily creations on TikTok. The secondary wave (early June) prompted the 2nd highest spike of 1.4k daily creations. In total the official sound achieved over 57k global UGCs on platform.

Across this time period, streams on DSPs grew in tandem with the noise on socials – the track had 4 straight weeks of steady lean-forward growth, peaking at over 17x the lean-forward volume of its release day, establishing high conversion of listeners who watch the content online to streaming. Around the same time the track hit 12k weekly chart units and entered the UK Top 40 in the OCC.

KEY TEAM MEMBERS INVOLVED

• Dipesh Parmar – President of Columbia UK
• Amy Wheatley – Managing Director of Columbia UK
• Angela Grech – Marketing Director of Columbia UK
• Hayley Marchant – Head of Marketing (Columbia UK)
• Karim Kimuyu – Marketing Manager (Columbia UK)
• Wardah Sempa – Influencer Marketing Manager (Columbia UK)
• Caitlin Fine – Head of Digital Columbia Records UK
• Ellie Vilkeyte – Label Analyst (Columbia UK)
• Andew Stone – A&R Manager (Columbia UK)
• Milo Savile – Co-head of A&R (Robots + Humans)
• Asama Abdu – Junior Marketing Manager (Robots + Humans)

• Zebr Agency
• Forest Colard

CAMPAIGN TARGET AUDIENCE

Age: 18-24 years, 25-34 years

Location: UK

CAMPAIGN BUDGET

£15,001-£25,000