On 22nd April 2022, the Netflix show Heartstopper aired, including the song ‘Why Am I Like This?’. The show proved to be a sensation with the Gen-Z LGBTQ+ community and breathed new life into a three-year-old song.

We saw an immediate uplift in Gen-Z UGC content. At first, the content revolved around ‘Heartstopper’: reaction videos etc. However, there was a selection using ‘Why Am I Like This?’ to accompany personal coming out stories. The videos ranged in style: serious to humorously self-deprecating.

The team needed to be efficient to elevate the sync opportunity to reach its maximum potential. Orla is creative and open to trying anything. Our goal was to turn this momentary viral sensation into a broadened fanbase and convert a new set of long-lasting followers for Orla.

Our strategy included two key elements:

• Build awareness of the association between Orla, ‘Why Am I Like This’ and the show, and make it the key song associated with the show across social media;

• Move ‘Why Am I Like This?’ further into the LGBTQ+ space online. Build on the user-created trend of associating it with detailing LGBTQ+ stories.

To achieve our first strategy element, we focussed on Orla-centric organic activations with strategic spend: the first collaboration post with the Heartstopper Instagram account (2.2m followers), Orla playing the chorus live (5m views); Heartstopper actor Joe Locke in the song’s Spotify Canvas; TikTok Duet Chorus Challenge (3m views), TikTok Open Verse Challenge (3m views and multiple artist submissions), charity ‘Why Am I Like This?’ hat launch (£1,513.53 raised for Mind Out LGBTQ); chord sheet free download and Instagram Live Tutorial; multiple actors used the sound and official filter.

An influencer campaign took place centered around handpicked global LGBTQ+ creators detailing their experiences, with a total of 8m views across all videos. We strategically boosted the videos and Orla engaged with the best performing. We contacted users who had posted organically and requested to boost their posts.

The Heartstopper association definitely provided us with a solid foundation; the trend we were looking to build upon was already taking off. So by applying spend with our influencer campaign and strategic post boosting, we were able to help propel the trend and deepen Orla and the song’s connection with the LGBTQ+ community online.