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