Grace VanderWaal is an artist whose audience already lives in comments and fan edits. “Beg For It” needed discovery that felt like that world, not a polished ad that dies in feed.
The fans were already cutting. The gap was a release that could use that energy without looking like a brand account crashed the comments. Playlist and social had to point at the same single, in the same week.
The issue
Release windows are short. Manual creator coordination does not scale across time zones.
Playlist and social teams were working from different spreadsheets and DM threads. The cost of that split is a single that gets impressions and still misses streams.
If the clips felt official, they would not travel. If they felt random, they would not convert. Grace needed fan-native posts with enough structure to attribute 70K+ streams back to the work.
What we did
Briefs emphasized authentic fan-edit tone with clear disclosure and brand guardrails.
Qualified creator posts ran on TikTok and Reels, with Clippy handling the feedback loop. Streams tied back to the clips that drove discovery so the team could double down fast.
Playlist momentum sat next to the UGC, not in a separate tracker. One release window, one workflow, one number: attributed streams.
Fan-native posts, then 70K+ attributed streams.
70K+ attributed streams on “Beg For It,” tied to qualified creator posts rather than a generic promo blast.
UGC carried the tone. Playlist carried discovery. Both ran from the same brief so the single did not split across two teams.
One unified workflow for briefs, approvals, and reporting. Grace's voice stayed intact without standing up a full promo agency for one single.
The campaign stayed nimble: approve clips, scale what worked, and keep Grace's voice intact without standing up a full promo agency for one single.
