Flagship — Influencer Marketing
Popular Electronics × Surafel Teka: a dare that became a growth engine
The challenge: buy the retired artist a car — but only if Popular's TikTok hit one million followers. It stood at 48,000, with a three-day deadline.
We saw more than a viral moment. We stretched the campaign into a structured two weeks, kept the challenge as the central story, and deliberately threaded the brand's promotional content through the attention — using virality as a distribution channel for sales content instead of letting it burn off as entertainment.
The one-million target fell in a single week. When the noise settled, the account held onto more than 700,000 followers — an audience the brand can now sell to every day.
48Kfollowers at the start
1Mtarget — hit in 1 week
700K+retained after the campaign
