Issue #9: Dua Lipa on TikTok
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Welcome to Good TikTok Creative!
We are very excited about TikTok as a brand new platform for creativity and think this topic is severely under-explored.
There was a time when TV commercial directors cut their teeth on music videos. Learning what was possible with small budgets and big imaginations drove many impressive careers. Others ‘inspired’ big budget commercials even if the originator of the idea was never given the credit they deserved.
Nowadays smart brands learn from every aspect of TikTok and this Dua Lipa campaign will inspire lots of activity. The way they invited collaboration and handled user generated content is a great example for everyone - over 150k videos were created and the hashtag achieved 330 Million views.
The resulting video features the 16 TikTokers who were selected - covering choreography, make up, animation and more - and even the TikTok logo in the elevator. All those involved bring their own audience too.
Now we see the music track being used widely across TikTok and a #Levitating challenge has launched.
When you consider Dua Lipa is much bigger on other platforms (Instagram = 53 Million followers, Youtube = 15.5 Million subscribers, Twitter = 6 Million followers, Facebook = 9 Million followers) than she is on TikTok (3.8 Million followers), this is clearly a strategy to build herself on this platform.
And TikTok are partnering with her to help achieve this - with a worldwide advertising campaign at major out-of-home locations including Times Square in New York and prominent sites in cities across Europe as well as digital and social media channels.
For brands, there is much to learn here. Perhaps the most interesting is the cadence. The structure of this campaign has sustained interest over a long period with the 3 phases; the invitation for collaboration, the video launch itself and then the #Levitating challenge being used by other TikTokers.
There are many different stages of this campaign to launch Dua Lipa’s new music video for ‘Levitating.’ First, she issues out the challenge to all of her fans, giving them the opportunity to participate in her music video by recording their own TikToks.
Then, out of all the #DUAVIDEO’s (of which there were 330 Million views), Dua Lipa records TikToks highlighting a few specific creators. Then there’s pre-launch activity counting down to the music video’s release date, and then finally the actual launch of the music video.
Each of these stages create their own feedback loops of content, that can be reused by Dua Lipa’s team across all other media channels for a long period of time.
It’s like Dua Lipa is going through an actual collab project that is playing out in real-time over TikTok.
This reminds me of our previous issue on Beats, where the company created a hashtag challenge to crowdsource music video ideas from fans of the artist Ashnikko. It’s also similar to how Lil Nas X used TikTok to boost his song ‘Old Town Road.’
The tactic of using TikTok to crowdsource user generated content is becoming more and more common.
Let’s not forget that Dua Lipa has had a strong presence on TikTok for a long time. The Don’t Start Now dance challenge, based off her song ‘Don’t Start Now,’ was one of the most popular TikTok challenges of the last year.
Once again—being an early adopter of TikTok has paid off for Dua Lipa’s career.
Staying on the music theme, some of you might be thinking - ‘Of course! Dua Lipa is 25 year-old! She’s a Gen-Z musician who takes to TikTok naturally. ‘
Here’s a counter example from the band Fleetwood Mac, whose first album came out in 1968. This combines user-generated content with artist-generated content.
A TikTok user Nathan Apodaca went viral two weeks ago when he posted a video of himself drinking cranberry juice while skateboarding, against the backdrop of the Fleetwood Mac song ‘Dreams.’
The video was viewed 21 Million times and prompted a response from Fleetwood Mac’s very own Mick Fleetwood, who posted his own video imitating Nathan Apodaca.
Sales of the song ‘Dreams’ went up 184% in the first three days of the original video being posted and streaming increased 242% in first-time listeners of the song. Rolling Stone has reported that ‘Dreams’ is now sitting at #29 on the Rolling Stone Top 100 Songs chart.
Even the oldies (no offense) can get into TikTok!
If you want to dive deeper into TikTok, check out Anthony’s TikTok crash course.
Have you seen good creative on TikTok recently? Let us know and we can feature it in a future newsletter.