EMELI SANDE MORE OF YOU CAMPAIGN CASE STUDY

Working with Brit Award winning, global artist, Emeli Sande on her 2020 single.

THE CHALLENGE

To promote Emeli Sande’s single ‘More of You’ featuring Nana Rogues and Stonebwoy on TikTok.

THE OBJECTIVE

Target an 18-24-year-old audience, boosting awareness of the new single within a younger demographic.

THE CAMPAIGN

We worked with 14 influencers and tasked them to take part in the #MoreofEmeli trend to create dancing, singing, transition and fashion content with Emeli Sande’s song, ‘More of You’. From re-creating a choreographed dance by UK-choreographer, Chistina Taylor as well as interpreting ‘More of You’ in their own way. We also worked with Love Island star Luke Trotman, who took part in the #MoreofEmeli trend too.

The selected influencers also collaborated and wore clothing and merch from ISAWITFIRST and Subarashii for this campaign.

THE RESULTS

Our influencers generated over 4.1M combined impressions and over 391K engagements. With Luke Trotman’s video going viral with 2.0M+ views in less than 24 hours.

The diversity of our influencers massively strengthened our campaign - 85% of the influencers were a POC and Black creators and 15% of the influencers we worked were white.

Younger audiences also engaged with the influencer content by creating their own, with the song being used in shopping hauls, fashion styling and their own interpretations of the dance on TikTok, acting as user-generated content which helped to heighten the awareness of the song across the platform and seen being adopted in various trends - the beauty of TikTok!