Nello MXLNello MXL

A creator campaign built around the strongest few seconds of the record. We cut the sound so the hook landed early, which matters more than anything else on TikTok: a creator deciding whether to use a sound gives it about three seconds.

The concepts were kept simple enough that a creator with a phone and no setup could execute one well. That is a deliberate trade. A complicated concept produces a handful of beautiful videos and then stops, while a simple one keeps being remade by people who were never briefed.

The campaign passed 300,000 videos and 30,000 Shazams, making it one of the highest volume pushes we have run.