At the height of the summer, we released Regard’s single ‘Ride It’, a rework of Jay Sean’s classic RnB anthem first released in 2008.
The track was already popular on TikTok, with over 1m video views after a user uploaded a 20-second clip of the bootleg version – but it hadn’t broken out much further than that. We launched with a pre save campaign to let TikTok fans know the official release was imminent before making the single available on all DSPs for the first time to fans.
On launch we secured editorial support from TikTok with a trending hashtag campaign and the track’s inclusion in their Summer Challenge. The promotion ran for six days and was featured in the UK, Germany and US and included a trending shelf in the discovery page as well as a homepage banner.
Creators on the platform were quick to adopt the track again with a lot of new videos being produced which created a new organic challenge using the – at the time – newly launched caption sticker effect. We had uploads from lots of big creators as well as other high-profile names, including Lewis Capaldi.
We also connected with influencers on the app through a series of paid and organic collaborations which lead to a third trending campaign being launched using #RideItChallenge which ran across the UK, the US, Germany and Russia. All of our TikTok campaigns ran internationally and were mirrored by local teams who worked with their editorial counterparts to secure in-app promotion.
We supported the track with a traditional digital marketing campaign across all social media platforms to connect the dots between the TikTok viral hit and the wider audience.
We also created a lyric video that was made up of the TikTok users who were early supporters of the track and were the first to create dance videos for it. As the bootleg was shared far and wide on YouTube, we reached out to all the channel owners and asked them to add the official single streaming links to their descriptions and add end cards to direct viewers to our official content.
As well as this we created a host of additional video content including choreography/dance videos and filming an acoustic version of the track with Jay Sean.
• The single peaked in the UK charts at #2 and is currently certified gold – and we expect it to go platinum by the end of the year. The single has also reached the top 10 in Ireland and Australia and is climbing in other territories.
• To date, ‘Ride It’ has amassed over 171m global streams (as of November 2019) and is still growing globally.
• Across TikTok over 5m videos have been created using the track and with over 250m combined views.
• At radio, ‘Ride It was added to the A-list across Capital FM, Radio 1, Kiss FM, the Bauer Network, Wireless Group and the Lincs Group.
• Off the back of a successful campaign and chart topping sales, Regard has been confirmed to perform the single for the very first time at Capital FM’s Jingle Bell Ball.
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