Our artist, Big Shaq, released a single, ‘Man’s Not Hot’, in late September that went viral online with its cheeky lyrics. Our primary objective was to create awareness of the song among the local audience who loves humour and memes.

Riding on the hype of the song, we engaged a local influencer – Preetipls – who is known for her humorous interpretation about life in Singapore. From there, the team agreed on the idea of her video parody, ‘Gal’s Not Hot’. The video was placed on her Facebook, Instagram and Twitter. Universal Music Singapore re-shared it and boosted the post as content on our social media platforms. The messaging that accompanies the video includes the call to action of purchasing the single through iTunes and streaming the single on both Apple Music and Spotify. Upon release, Preetipls’ ‘Gal’s Not Hot’ went viral immediately, clocking at least 100 shares within an hour.

To date, it has had more than 2,000 shares on Facebook since its video release date on 10th November 2017. To date, the video post on Preetipls’ Facebook has reached more than 399,000 people, with 144,119 views of the video, more than 2,000 shares and garnered 8,936 reactions in less than two weeks. For Twitter, her tweet received 363,746 impressions and media views of more than 280,000. Total engagement goes beyond 186,500. For Instagram, her impressions were 13,510 and reached about 9,564 people. With the main focus on her Facebook, the song entered the Spotify chart on Singapore Top 50.