Rico Nasty X Urban dEcay

The #CuzItsUrbanDecay Viral Campaign all began with a user generated TikTok sound

and ended with All Nighter Setting Spray sustaining it’s #1 rank of “Best Setting Spray” in the US Market through both Trend and Efficacy Content

May 2023
Viral TikTok Campaign

Photography + Creative Direction: Yours Truly
Make up: @UdSteve


CASE STUDY

Virality is something every brand is chasing on TikTok, but how exactly does a brand achieve viral status? Social Listening is the number one tactic in garnering success on the platform. I was able to identify the Rico Nasty trending sound when it had under 2K pieces of UGC under it.

Agility is the name of the game. With my lead the Urban Decay team was able to jump into action to license the track, send out influencer mailers, create a custom hashtag, and begin pumping out content.

From March to September here are the results:

  • 107K New TikTok Followers

  • 2.82M Owned Brand Engagements

  • 81M Owned Brand TikTok Views

  • 82.2M Views on #CuzItsUrbanDecay

  • 50K pieces of UGC under trending sound