The first part of the campaign involved identifying and selecting a snippet from “Comments” that would be ideal for his target audience - users on TikTok following creators that regularly post skits & comedic content using song snippets from emerging Hip Hop artists. In our creative selection process, we decided to proceed with a snippet featuring the track’s memorable hard-hitting hook and part of his subsequent verse that stood out to our team. 
 
From there, we handpicked a list of influencers for the campaign and pitched the sound so that they would incorporate it in their TikTok videos. In succession, we performed A/B testing using the sound with various content pieces, such as short-form and comedy skits to determine which would perform the best.  
 
After a few days of testing, we determined that one of the content pieces was the “trendiest” among the bunch. We based this on user metrics, engagement, and user-generated videos produced on TikTok that replicated the creator’s skit. Finally, we amplified this existing trend with a bevy of targeted mid-tier and macro influencers, whose follower range on the platform stood between 250,000 to 4,000,000.