At the height of Covid when touring has ceased and all-in person contact is relinquished, companies across the music industry were left to become innovative and far more creative than we’ve ever been. With this task in hand, our team brainstormed and implemented a two-part and Covid-inspired remake to two iconic songs – ‘Put Your Head On My Shoulder’ and ‘My Way’ – both written by the legendary Paul Anka.

Leveraging the iconic song ‘Put Your Head On My Shoulder’ – which was quite the opposite of what people were doing during the pandemic – we came up with the concept to put the word “DON’T” in front of the song title. Paul Anka rewrote and recorded the new verses at his home studio and sent to us to strategise. We decided on a waterfall release; publishing ‘Don’t Put Your Head On My Shoulder’ first.

The social distancing version of the song immediately went viral, reaching near 1m views across platforms. Of this, birthed 78-year-old Paul’s TikTok page (which now boasts 120k followers) and several other national media outlets including Good Morning America.

With the ball rolling, we spent the next two months promoting the video daily and organically on all social platforms. We finally decided on a release date for the follow-up video – ‘Quarantine My Way’ – originally made famous by Frank Sinatra. The new quarantine version, which features fans as well as Anka, has a total of 200k+ views. We asked the fans to send in their quarantine versions of ‘My Way’ and then took the best submissions and created four verses into a full-length song titled ‘Our Way’.

This campaign was unique because we took one idea, and were able to repurpose and rebirth new ideas and spiral campaigns for four months. The campaign grew Paul Anka’s socials exponentially and created new fans with accelerated engagement. We pioneered digital marketing in the age of Covid.