DISCOVER PROJECT
TRY — MUSIC COLLECTIVE
Rather Redux
TikTok Creator Activation
2026
— A TikTok-first activation built to establish immediate sound adoption around a new TRY release.
SERVICES
CREATOR SEEDING, CUSTOM TIKTOK CONTENT + RELEASE-WINDOW ROLLOUT
Project Overview
Build an immediate base of creator-led TikTok content around release, establish use of the official sound and test how far a focused creator budget could travel across multiple markets. TRY is the collective project of Sam i and Shmuck the Loyal. For “Rather Redux” - a remix of the earlier “Rather” release, featuring Bipolar Sunshine and ICECOLDBISHOP - the team returned to Mimo Digital following the previous “Shades On” campaign.
Rather than run a broader paid-media rollout, this project was intentionally structured as a TikTok-only creator-seeding activation. The objective was to place the sound in native content around release, create a visible base of posts on the official sound page and generate a proof of concept for a larger future rollout.
The campaign worked with a US$750 creator-seeding budget, alongside a reduced US$250 campaign-management fee covering strategy, creator outreach, negotiation, coordination and reporting.
Approach
The strategy was built around a release-window creator drop: establishing the official TikTok sound ahead of DSP release, then seeding it with a mix of creators who could make the track feel native to their own content. Once the campaign was confirmed as TikTok-only, all available media spend was directed toward creators rather than paid advertising. Mimo Digital sourced creator opportunities, pitched the track, negotiated placements, coordinated posting timelines and tracked each post through to delivery.
RESULTS
A lean creator-seeding budget, multi-market release activity and a growing base of official-sound content. 21 Published TikTok creator posts 200K+ Tracked views across creator posts
With a US$750 creator-seeding budget, Mimo Digital secured 21 tracked TikTok placements generating more than 200K views during the reporting period.
Initial TikTok paid testing did not deliver the same efficiency as Meta. Rather than continue spending into a weaker channel, Mimo paused TikTok paid activity and redirected budget toward creator activation.
This shift prioritised the larger goal: creating real use of the sound and extending discovery beyond paid impressions.
Rather Redux