WINNING OVER ANEW GENERATIONOF DAVID BOWIEFANS ON TIKTOK

OVERVIEW

CASE STUDYTikTok has presented huge opportunities for legacy artiststo attract a new Gen Z fanbase. In one of our most excitingcampaigns yet, we worked with Rhino Entertainment, thecatalogue division of Warner Music, to create a massive‘Bowie buzz’ on TikTok and help young users to discover theicon’s music for themselves. #TheStarman hashtagchallenge became a viral hit, viewed over 225 million timesand joined in by 31.5K TikTok users.

#TheStarman hashtagbecame a viral hit,viewed over 225m times

RESULTS

HASHTAG

VIEWS

225M

We partnered with Rhino, thecatalogue division of WarnerMusic Group, to celebrate

musical icon David Bowie on theanniversary of his death.

RHINO

THEIR CHALLENGEDavid Bowie is one of the most celebrated and legendary artists inhistory, and Rhino want to ensure that new generations get to hearhis music and become fans themselves.

TikTok has become one of the biggest platforms for musicdiscovery, and while it has launched the careers of Gen Zfavourites like Doja Cat and Megan Thee Stallion, it’s also proveda great route for discovering legacy artists (the likes of ABBA andFleetwood Mac have won legions of new fans through TikTok).

We were tasked with creating an unforgettable Bowie ‘moment’on TikTok – one that would pay tribute to him on the anniversary ofhis death, while also bringing his music to a Gen Z audience.

Create a 'BowieBuzz' on TikTok.

OUR APPROACHAs the Gen Z marketing and TikTok experts, wedeveloped a campaign we knew would get lots oftraction on the platform.

WHAT WE DID

STEP 1Tap into the TikTok community’s love ofmakeup looks and transformation stylecontent.

STEP 3Make it an even bigger challenge byencouraging TikTok users to create their ownvideos with our hashtag.

STEP 2Identify and work with top influencer talent,challenging them to recreate Bowie’s mosticonic looks using the Starman sound.

STEP 4Amplify the best performing creative tomaximise views and engagements.

WHAT WERE THE RESULTS

225MHASHTAG VIEWS UGC VIDEOS

31.5K

The influencers created amazing high-quality contentand #TheStarman challenge quickly took off acrossthe TikTok sphere! Even household name artists andbrands such as James Bay and Rubik’s got involved.

There were 31,500 pieces of UGC created on theplatform which helped us to create the desired‘Bowie buzz’, as well as driving over 225 millionhashtag views.

Most importantly, the content was receivedoverwhelmingly positively, igniting awareness andlove for Bowie’s music amongst the target Gen Zaudience. The campaign was even featured in MusicWeek as a testament to its success.

“An amazinglegacy artist

example of howto do TikTok”

Anya Du Sauzay - Head of

Marketing at Parlophone speaking

to Music Week

INFLUENCERMARKETING

Scroll stoppinginfluencer

campaigns thatbuild brand equity

and love.

Combininginfluencers withpaid media to

drive measurableROI.

Proprietary sociallistening tool

helping you tojump on trends

before yourcompetitors do.

With over 100mfans, tap into ourmanaged talentdivision to buildlong standing,

powerful influencerpartnerships.

BYTELABS

BYTESIGHTS BYTESIZEDTALENT

KEY STATS BRANDS WE'VEWORKED WITH

2000+

5000+

500+

Campaign Activations

Influencer Collaborations

Brand Partners

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