High-energy East London collective NSG teamed up with RCA – after being independent for six years – to deliver their first ever platinum record with ‘Options’ feat. Tion Wayne.

‘Options’ instantly became an earworm as soon as it dropped, with fans all over the country creating UGC from the word go. On New Year’s Eve, one video went viral (featuring two particularly enthusiastic girls on a night out) and it was RCA’s job to amplify this to the masses.

In a four-step approach across Instagram and TikTok where we targeted low-level influencers, meme accounts, publishers and finally top-tier influencers to post their own #optionschallenge video. The hashtag caught fire quickly and has since reached 12.5m views on TikTok and over 10m views on Instagram.

In tandem, Instagram followers shot up from 34,000 to 200,000, aided in part by the band members’ consistent and hilarious comments on viral posts where they infiltrated meme culture, keeping NSG top of mind.

To push the #optionschallenge to new demographics we seeded the track out to YouTube “reaction video” accounts, professional dance accounts, created a bespoke Kanye West ‘Through The Wire’- style compilation video (inspired by the artwork design), made GIPHY stickers of each member (viewed over 10m times), created a custom Snap lens and hosted a gallery of top dances on their website using a WYNG plug-in. Digital spend was kept agile by refreshing the content weekly with new dances, including those of famous faces from Michael Dapaah to Jimmy Carr.

From this all-encompassing digital campaign came opportunities at TV, from the Big Narstie show to Trending Live, and further performances with Vevo Dscvr and 1xtra Live Lounge. Stars were doing the dance on the red carpet at the Brits and the band went on to perform ‘Options’ with Drake at the “O3” [the temporary rebranding of the O2 in London during his residency at the venue making reference to a line in his track ‘God’s Plan’] as well as with Future at Wireless, cementing ‘Options’ as a UK dance floor staple set to stick around for years.