LOC: LONDON, UK
Engineering Virality: The 'Little Miss' Pivot
Turning fan discourse into high-performing content assets by leveraging 'Fan-Theory Marketing' and high-fidelity video production.
01. The Challenge
Identity CrisisThe 'Identity Crisis'. GIRLSET returned with a mature 'Y2K' rebrand that confused casual fans. Worse, social listening revealed a friction point: fans were comparing the new look to competitors like KATSEYE, labeling it as 'derivative'. The mandate was strict: the content had to hit 25k+ views to trigger performance bonuses.
02. The Strategy
Fan-Theory Marketing'If You Can't Beat Them, Own It'. Instead of ignoring the comparisons, I leaned into them. Social listening on Reddit revealed a segment of fans saw a 'Bratz' resemblance. I validated this 'Fan Theory' by producing content that explicitly referenced the Bratz/Cheetah Girls aesthetic, flipping the narrative from 'copycat' to 'nostalgic homage'.
Execution Protocol
Finding the "Anchor"
Social Listening & Trello Boarding. I monitored real-time discourse on r/kpop to identify the keywords 'Bratz' and 'Cheetah Girls' were rising. I created visual boards in Trello ('Y2K Glitter Aesthetic') to organize overlays that would match the Music Video teaser.
The "Secret Sauce"
Professional Motion Graphics. Unlike standard TikTok editors, I used a high-end workflow. I utilized Twixtor for ultra-smooth velocity ramps that synced perfectly to the beat. I applied Sapphire S_DistortBlur for dynamic impact and Magic Bullet Looks to boost the pinks, giving the footage a 'glossy magazine' finish.
Visual Archive
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Engineering Virality: The 'Little Miss' Pivot
Turning fan discourse into high-performing content assets by leveraging 'Fan-Theory Marketing' and high-fidelity video production.
01. The Challenge
Identity CrisisThe 'Identity Crisis'. GIRLSET returned with a mature 'Y2K' rebrand that confused casual fans. Worse, social listening revealed a friction point: fans were comparing the new look to competitors like KATSEYE, labeling it as 'derivative'. The mandate was strict: the content had to hit 25k+ views to trigger performance bonuses.
02. The Strategy
Fan-Theory Marketing'If You Can't Beat Them, Own It'. Instead of ignoring the comparisons, I leaned into them. Social listening on Reddit revealed a segment of fans saw a 'Bratz' resemblance. I validated this 'Fan Theory' by producing content that explicitly referenced the Bratz/Cheetah Girls aesthetic, flipping the narrative from 'copycat' to 'nostalgic homage'.
Execution Protocol
Finding the "Anchor"
Social Listening & Trello Boarding. I monitored real-time discourse on r/kpop to identify the keywords 'Bratz' and 'Cheetah Girls' were rising. I created visual boards in Trello ('Y2K Glitter Aesthetic') to organize overlays that would match the Music Video teaser.
The "Secret Sauce"
Professional Motion Graphics. Unlike standard TikTok editors, I used a high-end workflow. I utilized Twixtor for ultra-smooth velocity ramps that synced perfectly to the beat. I applied Sapphire S_DistortBlur for dynamic impact and Magic Bullet Looks to boost the pinks, giving the footage a 'glossy magazine' finish.
Visual Archive
SCROLL →Engineering Virality: The 'Little Miss' Pivot
Turning fan discourse into high-performing content assets by leveraging 'Fan-Theory Marketing' and high-fidelity video production.
01. The Challenge
Identity CrisisThe 'Identity Crisis'. GIRLSET returned with a mature 'Y2K' rebrand that confused casual fans. Worse, social listening revealed a friction point: fans were comparing the new look to competitors like KATSEYE, labeling it as 'derivative'. The mandate was strict: the content had to hit 25k+ views to trigger performance bonuses.
02. The Strategy
Fan-Theory Marketing'If You Can't Beat Them, Own It'. Instead of ignoring the comparisons, I leaned into them. Social listening on Reddit revealed a segment of fans saw a 'Bratz' resemblance. I validated this 'Fan Theory' by producing content that explicitly referenced the Bratz/Cheetah Girls aesthetic, flipping the narrative from 'copycat' to 'nostalgic homage'.
Execution Protocol
Finding the "Anchor"
Social Listening & Trello Boarding. I monitored real-time discourse on r/kpop to identify the keywords 'Bratz' and 'Cheetah Girls' were rising. I created visual boards in Trello ('Y2K Glitter Aesthetic') to organize overlays that would match the Music Video teaser.
The "Secret Sauce"
Professional Motion Graphics. Unlike standard TikTok editors, I used a high-end workflow. I utilized Twixtor for ultra-smooth velocity ramps that synced perfectly to the beat. I applied Sapphire S_DistortBlur for dynamic impact and Magic Bullet Looks to boost the pinks, giving the footage a 'glossy magazine' finish.
Visual Archive
SCROLL →