Good Luck, Babe!

2024 has been a huge year for Chappell Roan. The release of Good Luck, Babe! catapulted her to stardom and brought well-deserved attention to her debut album. With its catchy melody and empowering message, the song solidified Roan's place as a rising star in pop. We drove virality for the track not just on one platform but three major UGC platforms.

Originally released during UMG's dispute with TikTok, we began by driving virality of Good Luck, Babe! on YouTube Shorts. Using our flagship micro-creator product we drove 75 creations and 10 million views within 24 hours.

As Chappell's prominence grew in coming months we spiked activity around the track across various cultural touchpoints. For her Governor's Ball performance we worked with LGBTQ+ Instagram community pages to drive awareness, and in later phases we worked with TikTok creators in alternative verticals to widen the track's audience.