Metric

TIKTOK VIDEO CAMPAIGN

The indie cult-classic film Scott Pilgrim vs. The World was recently trending on TikTok due to the release of the new Netflix spin-off series, Scott Pilgrim Takes Off.

Metric’s song “Black Sheep” was featured in the 2010 Scott Pilgrim film. We saw this as an opportunity to tie it all back to Metric.

THE CHALLENGE

How do we harness the power of a TikTok trend to drive awareness around a music artist?

THE SOLUTION

In order to drive awareness back to Metric, we began to seed out archival “Black Sheep” related performance content on Metric’s channel utilizing trending topic hashtags #scottpilgrim and #envyadams to jump in on the existing social media buzz around the Scott Pilgrim series and film. This strategy proved successful in increasing view count and follower growth on Metric’s TikTok page.

Our slam dunk content play occurred when we combined all of the key elements surrounding the trend and produced “The Story of Black Sheep,” a behind-the-scenes video told by Metric’s Emily Haines, featuring never-before-heard anecdotes about the origins of the popular song and how it came to be a hit for both Metric and the actress who sings the song in the film, Brie Larson. The rest is viral video history.

THE IMPACT

  • “The Story of Black Sheep” generated 2.5 Million views in the first 24 Hours (5.5 Million views to date). Watch here

  • The viral video drove traffic back to Metric’s Spotify, generating a 77% increase in streams

  • Metric became the #1 TikTok account among Indie Rock Peers with a 75% increase in followers following the “Black Sheep” viral moment

  • We also posted the video on Instagram, generating over 1.5 Million views on the social platform

PROJECT SCOPE

Social Media Strategy
Creative Direction
Content Production

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Brand Development