Samsung STEMDROP x Universal Music Group x TikTok

TikTok has completely shaken up the music industry when it comes to talent discovery and so in partnership with Samsung, UMG and Syco, StemDrop sought to democratize access to the world's biggest songwriters by dropping a song onto the TikTok platform in order to inspire creativity amongst emerging and aspiring talent. The TikTok community did not disappoint with a wide range of genres and music niches delivering their own unique rendition of ‘Red Lights’ By the legendary Max Martin. As delivery partner, my team leveraged the power of creators to execute this global campaign throughout 10 markets, with over 40 creators and delivering a range of 50+ assets tied to the launch of the new Samsung Galaxy Flip 4 and generating over 21B hashtag views

'The StemDrop project really has been a testament of partnership between Whalar & TikTok. Being able to work with such an agile response has meant the success of the project despite all odds. Appreciate this has been a mammoth feat, but it really felt like the Whalar team was an extension of the TikTok team during this process.'
Flora Reynolds - Partnership Solutions, TikTok Europe

Skills

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