We created a hashtag challenge built on the Macarena (which sort of sounds like “Michelina’s,” get it?). To drive cultural relevance, we created a new, not-taking-itself-too-seriously version of the song with a music producer that “lives” on TikTok.
We then partnered with a choreographer who’d already created viral dances on the platform to reimagine the Macarena for an always-online generation. The challenge was seeded by a handful of TikTok creators who encouraged their followers to join in on the fun.
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