Brenda Lee
Introducing a holiday classic to new social audiences through Brenda Lee’s own voice, archival material and short-form content.
The challenge
Total Assault’s approach
With streaming weighing so heavily on Billboard, Christmas music has taken over chart positioning during November and December. In years past, Mariah Carey’s “All I Want For Christmas” has consistently reached number one, and it was our goal to position Brenda Lee’s classic “Rocking Around The Christmas Tree” as a #1 contender with the help of an official music video, launch of her official social channels, and her direct participation in creating social content.
We soft-launched her social channels in November, building her network with classic performances and historical photos leading into the holiday season. Kicking off the “Rockin” campaign, Total Assault created a TikTok video with Brenda referencing Mariah Carey’s famous clip of her transition from Halloween to Christmas, which sparked a push from fans (now called Brendanators) to get the song to #1.
Utilizing the official music video, an interview series, and TikTok-friendly content shot on-site, we were able to actively publish content throughout the holiday season and interact with fans, building buzz for the sing and light-hearted competition for the #1 spot, which was achieved for three weeks over the holiday season.
Results
- Rockin Around The Christmas Tree Spent 3 Weeks atop the Billboard Hot 100, giving Brenda her second #1 record.
- Rockin Around The Christmas Tree Hits 1 Billion Streams in December ‘23 Starting her social channels from scratch in October,
- Total Assault grew Brenda’s social network to 245K across all platforms with TikTok growth leading her accounts at 185,277 followers.
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