CKayCKay

This one was a revival rather than a launch. The record already existed and had already had its moment, so the task was to give people a fresh reason to use a sound they had heard before, which is harder than introducing a new one.

We ran it on two tracks at once. A creator campaign put the sound back into circulation with new concepts attached to it, and a two-template CapCut drop gave everyone who saw those videos a way to make their own version in under a minute. The templates did the work the paid campaign could not: they let the sound keep spreading through people we never briefed and never paid.

The combination produced over 150,000 videos, 93,400 template uses, and more than 90,000 TikTok sound uses in the first seven days. The seven day figure is the one that matters here, because it shows the sound was accelerating on its own rather than tracking our spend.