Linneah

LINNEAH

USING CREATIVE SOCIAL MEDIA STRATEGY TO CREATE A CHRISTMAS VIRAL HIT

The brief

CREATE A VIRAL CAMPAIGN TO LAUNCH AN EMERGING ARTIST’S CAREER WITH A CHRISTMAS SINGLE RELEASE. WE WERE ASKED BY LINNEAH TO STRATEGISE AND IMPLEMENT A CHRISTMAS RELEASE WHICH WOULD BREAK-THROUGH THE USUAL CHRISTMAS SINGLES AND BECOME A MEMORABLE CHRISTMAS HIT

1M SPOTIFY STREAMS

900,000 YOUTUBE VIEWS

140,000 TIKTOK VIDEOS MADE


Linneah’s track had a fun and playful element to it, which is perfect for disrupting the current collection of songs played every Christmas. Linneah’s track goes against the Christmas spirit by wishing someone to have a terrible Christmas. We instantly recognised this track had the potential to go viral, the challenge was how we’d do it with only a few weeks until Christmas.

The key to a viral campaign is the underlying messaging and story, this carries the content by giving people a reason to share the content with others. After exploring Linneah’s story behind the track, she explained to us that the song was about being cheated on and hoping her girlfriend had a bad Christmas.

With this backstory, we felt it could be a very relatable topic in order to build initial traction on the song. Therefore, we started with a niche audience concentrating on the LGBT community who had potentially had their heart broken. This initial traction helped take a track which had no awareness and credibility and begin social proofing and receiving shares across all platforms.

Using this momentum, it allowed us to broaden the possibilities of the track, making it more relatable to the masses by creating content which puts the song in various contexts which creates engagement. To do this, we took the anti-Christmas nature and created content surrounding various contexts for people who may wish a bad Christmas on others in a humorous manner. The posts gained viral traction across Instagram and Facebook with people tagging their friends and sharing them with others. Each post had the track linked for those who wanted to stream and save it.

The track also appealed to the younger audience, therefore we encouraged Linneah to create a TikTok trend in order to promote the track. By collaborating with major TikTok influencers and creating algorithm-friendly content Linneah’s track was used by over 139,000 people on TikTok with the most popular posts accumulating as many as 3.8m views.

@CRUSHINIT

3.8M VIEWS

@SINCERELYSHELBY

1.9M VIEWS

@LILY.DICKENSON

2.4M VIEWS

@LINNEAHMUSIC

2M VIEWS

@RXNEXX

1.6M VIEWS

30M+ TOTAL VIEWS

140,000 POSTS

The success of the campaign translated in to 1m streams on Spotify and 890,000 views on YouTube.

This led to the track being added to a Spotify Official playlist New Music Holiday

“Truly thank you all from the bottom of my heart. Even if it didn’t grow any more from here this is blowing my mind and I am so grateful!

Thank you so much to your team!! Thank you all so much for this info and your help! I truly appreciate it.”

– LINNEAH