Case study

God's Favorite

1,00,237

reels created

Instagram · Source: Instagram sound page, per client creative

Performance-over-time chart appears when the client supplies dated figures.

Challenge

A strong hook with no reason for creators to pick it up in week one.

Seeded the sound with a first wave of creators before release, then widened to a second wave once the trend had a shape.

Copy draft — client to review and confirm figures with sources