CRACKING A BRIEF: SOCIALS

From TikTok and Instagram, to Facebook, Snapchat and YouTube - each Social platform has its own unique way of interacting with content and its user base. When we receive a brief from our collaborators, we consider how the content will be presented and where, viewing our work through the end-user’s eyes and ears.

A few examples of recent work that had SOCIAL MEDIA and ENGAGEMENT in mind at the outset:

TARGET - “The Boom” + “Happy Place”

A loyal fanbase of Target consumers often share what they got on their “Target run” and refer to Target as their “Happy Place” - so we created songs that spoke directly to those ideas and engaged the faithful with language we knew they felt to their souls.

DUNKIN + Charli D’Amelio - “The Charli”

With the goal of reaching a younger Gen Z audience, the brand decided to partner with TikTok’s biggest star, Charli D’Amelio, to create a signature drink. As a platform, TikTok became known for users creating and sharing dance moves based on short, cool songs - called “sounds’ in TikTok-speak. So DUNKIN’s agency, BBDO, asked us to create a song that Charli would dance to that was as cool as her other videos that use well-known music. To make that even more challenging, our song needed to included the ingredients of the drink (of course!). So we decided to create a misdirect - we’d start with a banging beat and lyrics about love, then transition to the lyrics featuring ingredients, keeping the same cool flow. By the time you realize she’s talking about loving DUNKIN, you’re already hooked. Fans by the millions tried the dance themselves in “Duets,” creating a huge buzz around the drink and the collaboration.

Upon its launch, The Charli song & collaboration helped drive a 45% increase in cold brew sales, over 4 Billion impressions and 250 Million + views on TikTok.

GILLETTE / Venus - “The Pube Song”

Venus wanted to encourage women shavers to #SayPubic! and to destigmatize words around the parts of body generally considered “unmentionable.” Grey NY asked us to explore this idea by giving song to an animated pubic hair. Our task was to write lyrics that explained the long-overdue and untold story of a pube who wanted to be “just another hair,” set to Disney-style showtune that would let her strut her stuff. Swirling orchestral strings and huge group vocals support her story with energy and emotion.

MAYBELLINE NY

Over the last year we have been creating custom songs for Maybelline, based on briefs from their Socials teams and designed around product-specific attributes and end-user demographics.