ERGO / TIK TOK
HOW WE HIT 3 BILLION WITH A VIRAL SOUND
GERMAN INSURANCE PROVIDER ERGO, ASKED AGENCY YOURS TRULY TO CREATE A CAMPAIGN THAT WOULD ENCOURAGE PEOPLE TO STAY FIT AND ACTIVE. ALONGSIDE SUPREME MUSIC, THE HASHTAG #WIEDERAUFSTEHEN BECAME A VIRAL SUCCESS ON TIKTOK WITH VIDEOS CLOCKING UP BILLIONS OF VIEWS.
With audio at its centre, the “sound-on” environment of TikTok allows for rich branded content experiences and direct and authentic communication with harder-to-reach segments like Gen Z. As music is one of the key drivers of virality and success on TikTok, Yours Truly reached out to Supreme to help.
In this campaign, Ergo challenges users to create videos using the hashtag #wiederaufstehen and provides an accompanying music track, not only to help creators make the best video, but to also connect videos back to the campaign via its sound.
Even after a few TikTok projects and a fair bit of personal consumption, it’s safe to say there is no magical formula to creating a viral sound. The key to viral success is always in great, relatable, organic content. However, by paying attention to a few key attributes, music can play a huge role in helping TikTok creators to make the best video possible.
- Mood: Choose genres that both connect with the message but also feel at home on TikTok.
- Sync Points: With just a few very clear cues, creators can quickly and easily edit on the track. The sync points should scream “fun!” for the creators.
- Lyrics: Describe what you expect to see but leave space for interpretation. The lyrics shouldn’t be so specific that you limit creativity. Give people space to work in.
For our viral sound for Ergo, we leaned into the concept of ‘Beast Mode’ – aka to power up. Our lyric “Get Up!” has both a clear meaning but can also be re-interpreted. For example, one creator shows how he can skilfully get up without using his hands, while another interprets it ironically, sitting on a couch with a piece of pizza. In another video, a creator uses the track and the hashtag to document her winning battle with cancer.
SO, WAS THE CAMPAIGN A SUCCESS? WELL, AT 3 BILLION VIEWS AND COUNTING WE’D GIVE THAT A CONFIDENT YES! AND YOURS TRULY THINK SO TOO. WE’RE ALREADY BACK TO WORK WITH THEM ON OUR NEXT VIRAL HIT. STAY TUNED!