Sam Smith & Demi Lovato dropped their latest music video ‘I’m Ready’ at on 17th April. With over 66K people tuning into the live premiere & Q&A on YouTube, the video accumulated over 2 Million+ views in its first 24 hours of release. This was Sam’s first brand integration in a music video as well as TikTok’s first in a UK artist’s music video. As part of a wider TikTok global ‘I’m Ready’ marketing campaign with Capitol Records, Sam shared the UGC brand integration content on their TikTok channel, encouraging fans to create their own on the platform.
Sam & the featured drag queens organically reposted & shared the brand integration across their social channels with a combined reach of 17M+ followers
RuPaul’s Drag Race front runner Gigi Goode