Executive Summary
Sophie Powers partnered with SpaceLoud to launch a TikTok transition challenge promoting her track "POPOFF." By tapping into the popular glow-up/transition content trend, the campaign achieved nearly 2.5 million views from 52 creators at an exceptional CPM of just $0.82—making it one of the most efficient creator campaigns on the platform.
Campaign Results at a Glance
| Metric | Result |
|---|---|
| Creators | 52 |
| Submissions | 104 |
| Total Views | 2,449,896 |
| Total Likes | 173,568 |
| Total Shares | 19,199 |
| CPM | $0.82 |
The Artist
Sophie Powers is a rising artist known for her high-energy tracks that blend pop and electronic elements. With a strong presence on TikTok and a sound perfectly suited for viral content, Sophie has been strategic about leveraging the platform to grow her audience and drive streams.
The Challenge: Transition Content
The campaign centered on the popular TikTok "transition" format—videos where creators transform their look on a beat drop or key moment in the song. For "POPOFF," creators were prompted to do a makeup/glow-up transition on the word "lock," followed by catwalk or glam shots during the chorus.
This format is proven to perform well on TikTok because:
- High production value creates shareable, rewatch-worthy content
- Clear creative direction makes it easy for creators to participate
- Trend alignment taps into existing audience behaviors
Campaign Strategy
Sophie ran a challenge with 10 prize positions, creating strong competition among creators to produce quality content. The challenge structure rewarded the best-performing videos, incentivizing creators to put effort into their submissions.
Challenge prompt: "Makeup / glow up transition on the word 'lock'. Catwalk / glam shots on chorus."
The specific, visual nature of the prompt ensured consistent, on-brand content across all 104 submissions.
Key Performance Metrics
| Metric | Result | Benchmark |
|---|---|---|
| Total Views | 2,449,896 | Top 1% of campaigns |
| CPM | $0.82 | vs. $10-25 TikTok ads |
| Cost Per Creator | ~$38.46 | 52 unique creators |
| Cost Per Video | ~$19.23 | 104 submissions |
| Engagement Rate | 7.9% | (likes + shares) / views |
At $0.82 CPM, this campaign outperformed:
- Traditional TikTok ads by 12-30x (typically $10-25 CPM)
- Meta/Instagram ads by 10-18x (typically $8-15 CPM)
- Spotify playlist placements in raw reach potential
Why It Works
Trend-Native Content: Transition videos are one of TikTok's most popular formats. By aligning the challenge with an existing trend, creators were working within a proven framework that audiences already love.
Clear Creative Direction: The specific prompt gave creators a clear structure while leaving room for personal creativity. This resulted in consistent, high-quality content across all submissions.
Competitive Prize Structure: With 10 prize positions available, more creators were motivated to participate and create polished content, knowing they had a real shot at winning.
Perfect Song-Format Fit: "POPOFF" has clear sonic moments (the "lock" drop, the chorus) that work perfectly for transition videos—making it easy for creators to time their reveals.
Strong Creator Participation: With 52 creators producing 104 submissions, the campaign generated significant content volume and organic reach.
Content Library Value
Beyond the immediate reach, the campaign produced:
- 104 high-quality videos that can be repurposed for paid advertising
- Multiple viral-ready formats tested and proven with real audiences
- Authentic creator endorsements that feel native to TikTok
This content library represents ongoing marketing value far beyond the initial campaign period.
Conclusion
The Sophie Powers "POPOFF" challenge demonstrates the power of aligning creative direction with TikTok-native trends. By combining a clear, engaging prompt with a competitive prize structure, the campaign achieved exceptional results: 2.45 million views at just $0.82 CPM from 52 creators producing 104 pieces of authentic content.
For artists looking to maximize their TikTok presence, the lesson is clear: work with the platform's trends, not against them. When the song, the format, and the creator community align, the results speak for themselves.