Prehistory

Dance and music have played a major role in the start-up of Micky Creatives and still constitute an important business pillar.

That’s why we work closely with national and international record labels, who often reach out to us when they need to promote their new music. When we need to promote music using our content creators, we always start from the artist’s creative universe and from there create a choreography or trend that fits the artist, the music and TikTok as a platform.

World-renowned singer and songwriter, Sia, released a new single “Snowman,” where her record label approached Micky Creatives and asked us to develop a strategy that could promote the single in the best possible way!

Challenge

Sia’s record company wanted a campaign that both reached an international audience and had the Danish audience in mind.
We therefore wanted to create a campaign that resonated with an audience across borders and presented the themes of the music and the artist in an entertaining and engaging way.

Solution

We activated some of the country’s most talented dance trend creators with the best algorithms to create a video with choreography that was carefully developed for the song. We emphasized that the videos should be created in an environment that was appropriate for a Christmas song to make the content relevant to the song and the season.

We therefore decided to deploy our skilled content creators in snow-covered landscapes equipped with Santa hats and other “Christmas artifacts”, so that the viewers’ visual experience matched the auditory one and thereby created a complete experience. The choreography itself, which was developed for the song, is made in a way that everyone can join in. The dance is a “couple dance”, as it has been our experience that these perform best when users can do the dance together with their friends.