Jared Leto enlisted Westbound to help promote "Stuck", the new single from his band, 30 Seconds to Mars. Westbound's role was to strategize, ideate, and execute content designed to tease, announce, and launch the single on TikTok and to gain exposure and traction via organic, lo-fi content production.
The content promoting Stuck focused on 3 different themes - Jared as a musician & artist, Jared as a public persona, and Jared as a TikTok Trend-tapper.
We focused on Jared as a musician & artist as a way for TikTok’s community of up-and-coming artists to connect with the established recording artist and well known actor. This content featured a down to earth Jared at work in his studio simply answering individual fan questions about writer’s block, the creative process, and of course - when his new album was coming out. His unscripted, sincere responses positioned Jared as a relatable persona who had spent years trying to make it in the industry.
We tapped into Jared’s public persona because his avant guard behavior has gone viral before. This content featured Jared dropping non sequitur bon mots in off-the-cuff rants, interacting with his famous Met Gala mannequin head, and revealing his epic, over-the-top outfit for the 2023 Met Gala.
Lastly, we had Jared tap into trends like trending audio, hype reels, comment replies, transition reveals, story time, and duets.
All of his content featured his new release hiding in plain sight, leaking it as Original Audio while not calling attention to it (until we did).
Our team worked with Jared on-site and in person to ideate and film concepts both at his home, his studio and at the Met Gala in New York.
The Met Gala video we created with Jared tapped into a major media event and found a sweet spot in the TikTok algorithm that day. At 23M views, the video remains Leto’s most successful organic post of all time (53.9% higher than the second highest performing video, which was Jared's first-ever TikTok video and was boosted considerably, like all first videos from celebrities), and a great way to sneak Stuck into people’s feeds!
The activity achieved an Earned Media Value of over $3.6m and the single peaked at the Number 2 chart position on the UK Alt Chart!
