Social
Burlington leveraged the power of music to help expand and drive brand awareness amongst the GenZ audience. We collaborated with Universal Music Group with r&b songstress Queen Naija to create a #BurlingtonDealsDance Challenge via TikTok.
Queen created a bespoke Burlington-inspired track that was used as the music bed for the dance challenge released in conjunction with her new album. We further engaged five TikTok creators to both create the dance as well as support and promote via their own channels, while simultaneously amplifying the campaign across artist and brand owned social and digital channels.
Tik Tok Dance Challenge
Key Campaign Benefits
Generate mass exposure and engagement among Gen Z and Millennial audiences on TikTok.
Partnership with a top musical artist, Queen Naija, along with a handful (5) of top TikTok content creators doing the #BurlingtonDeals Dance, providing Burlington with a “cool factor.”
Affiliation with Queen’s new hit single and album allows Burlington to be part of this exciting moment.
First off-price retailer to lead a TikTok Dance Challenge, allowing us to lead and innovate.
52.94M+ Total Campaign Impressions
13.5M Total Video Views on #Burlingtondealsdance
1,650 TikTok Videos Created using “Supa Vibe (Burlington Remix)”
