Universal Music Group wanted to introduce Elton John’s iconic legacy to a new generation of fans via TikTok. They turned to STN Digital to develop engaging and exciting content and strategy for the platform. STN took a highly creative approach to re-engage existing fans, reach the LBGTQIA+ audience, and newer demographics on TikTok in a way that stayed true to the Elton John brand voice.

In effort to drive culture by carving out a space on the TikTok platform, STN gave current fans a fresh look at the king they know and love and introduced new fans to a modern take on Elton John’s legendary legacy.

The videos gained over 1.4 million views and 150K engagements.