Boy's a Liar

About the artist

PinkPantheress, a prodigious talent from the UK, swiftly rose to prominence intertwining garage, drum and bass, and pop. Her breakthrough hit Boy's a Liar became a viral TikTok sensation and spawned an equally successful follow-up featuring Ice Spice. Working with our client, Warner Records, our team helped craft a strategy that launched this unique track into viraldom.

What we did

When the track first came out our team spotted a buzzing online debate centered around a particular lyric. Using this insight we tapped into lyric-page communities to launch our campaign — users flocked to the comment sections to discuss it, with our initial posts achieving over 2K comments and +500K likes.

Using our proprietary tech, we monitored the audio's growth, spotting the best time to switch to macro creators to increase daily creations. Given the song's content we focused on macro female creators, and our platform flagged the creators most likely to over-perform — our handpicked creators over-performed 10x against expected views and fuelled daily creations.

As rumours began to swirl about a possible collaboration, we tapped into our blogger community network to further fuel speculation, spreading clips amongst 30 blog pages on our network to drive up hype for the eventual (and very successful) release.