SOPHIE GRIFFITH

USING TIKTOK TO GROW AN ENGAGED FAN BASE RAPIDLY

The brief

PRODUCE A TIKTOK STRATEGY, WHICH WHEN IMPLEMENTED WILL GROW SOPHIE’S FOLLOWING TO FORM AN ENGAGED, LOYAL FAN BASE WHO WILL MOVE ACROSS TO OTHER SOCIAL MEDIA AND STREAMING PLATFORMS.

6602% GROWTH IN FOLLOWING

3.2M ORGANIC VIDEO ENGAGEMENTS

Recognising potential in Sophie’s content creation from day one, our team created an innovative TikTok strategy to increase following, fan engagement and eventually listeners on streaming platforms.

With assistance from the creative team, our in-house social media experts worked alongside Sophie to ensure our content strategy was playing to her strengths – her humour and singing voice. Using this and data taken from market research and previous successful TikTok campaigns, a strategy was formed with the aim to be implemented within a 4-week time period.

Our aim was to increase her audience which will grow sustainably over time and the best way to secure that initial boost was to get a viral video. We used Sophie’s humour and song writing ability to form an original TikTok trend, taking a popular track recommended by a following and changing the lyrics to a relatable moment in her target audience’s lives. The viral video was achieved within a week of our campaign, securing over 1.4 million views in 24 hours and now sat at over 2 million views.

Using this momentum, it allowed us to adapt our strategy to the audience suddenly gained, whilst sticking to Sophie’s branding and style of ‘girl next door’. Taking advantage of TikTok’s features such as Duets, Stitch and Replying to comments via video, the views and engagement were growing daily, securing 30,000 followers within 3 weeks.

The success of the campaign translated not only into followers on TikTok but growth on her Instagram and Spotify as well as major label interest.

“Thank you so so much, I have genuinely really enjoyed working with you guys and creating the content, I’ve learnt so much. I have been so happy with the results.”

– Sophie Griffiths