FIFTY FIFTY’s Global Success with “Cupid” and “Barbie Dreams” and MPT Agency

Collaboration Overview:

MPT Agency worked in close partnership with ATTRAKT and FIFTY FIFTY’s personal management teams to craft and execute a strategic campaign for “Cupid.” This collaboration involved coordinated efforts across creative, promotional, and operational areas to ensure a seamless and impactful rollout of the song.

Key Areas of Collaboration:

Creative Direction:

Supporting ATTRAKT’s Leadership: 

As the group’s agency, ATTRAKT spearheaded the creative vision for FIFTY FIFTY, ensuring the group’s artistic identity and branding were preserved throughout the campaign.

MPT Agency provided an adapted image concept to support both releases in line with the narrative Attrakt had developed.

MPT Agency’s Input: 

MPT Agency provided recommendations on how to package and present “Cupid” to appeal to both domestic and international audiences. This included recommendations on  the multi-version release strategy (Korean, English Twin Version, sped-up, and slowed-down).

FIFTY FIFTY’s Personal Teams: 

The group’s personal teams offered valuable insights into fan preferences and market trends, helping refine the creative elements of the campaign.

Marketing and Promotion

Global Targeting:

Social Media Execution:

FIFTY FIFTY’s personal management actively collaborated with MPT Agency to curate content tailored to TikTok, Instagram, and YouTube. This included creating visually appealing posts and engaging challenges such as the viral #CupidChallenge.

Advertising Campaigns:

MPT Agency handled geo-targeted ads on platforms like Spotify, Instagram, TikTok and YouTube. ATTRAKT provided creative assets and ensured all content adhered to the group’s visual identity.

Press and Media Outreach

Strategic Placements: 

MPT Agency secured press features in top-tier publications such as Billboard, Variety, and The Guardian, emphasizing the song’s innovation and cultural resonance.

Messaging Consistency: 

ATTRAKT and MPT Agency worked together to ensure consistent messaging across all media platforms, reinforcing FIFTY FIFTY’s image as a breakthrough K-pop act.

Localized Outreach: 

FIFTY FIFTY’s management provided input on culturally nuanced communication strategies, particularly for English-language markets.

Fan Engagement

Interactive Campaigns: 

FIFTY FIFTY’s personal teams contributed to the design of fan engagement activities, such as live Q&A sessions and personalized messages, to deepen fan connections.

Feedback Integration: 

MPT Agency collected fan feedback from social platforms and incorporated it into future content strategies. This was done in consultation with ATTRAKT and FIFTY FIFTY’s management.

Operational Coordination

Project Management: 

MPT Agency acted as the central coordinator, ensuring all teams were aligned on deadlines, deliverables, and goals.

ATTRAKT provided exclusive behind-the-scenes materials, while MPT Agency developed these into promotional assets for global campaigns.

Outcomes of Collaboration:

• Global Recognition: “Cupid” reached #1 on Billboard’s Global Excl. U.S. Chart and achieved viral status on TikTok with over 1.6 billion views. 
• Streaming Milestones: The song amassed over 233 million Spotify streams and 198 million YouTube views, with a cumulative total of over 1 billion streams across all versions. 
• Press Coverage: High-profile features in publications like Billboard and Variety helped position FIFTY FIFTY as a global K-pop sensation. 
• Fan Engagement: Over 158,000 user-generated Instagram videos and 205 million views on Instagram boosted organic reach and deepened fan loyalty.

“Barbie Dreams”: A Global Pop-Culture Moment

Objective: To position FIFTY FIFTY as a global contributor to Barbie The Album and leverage the film’s cultural impact to expand the group’s Western audience.

Campaign Highlights:

1. Press Coverage:
   
   • Secured features in Rolling Stone, The FADER, and Warner Music channels, highlighting the song’s playful energy and alignment with Barbie’s ethos.
2. TikTok and Social Media Integration:
   
   • Created the #BarbieDreamsChallenge, encouraging fans to showcase their “Barbie moments” using the track.
   • Partnered with influencers globally to drive challenge participation, generating over 23 million plays on TikTok.

1. Advertising Strategy:
   
   • Launched geo-targeted YouTube and Apple Music campaigns to amplify awareness and engagement in key Western markets.
   • Designed creatives aligned with the Barbie film’s bright and aspirational aesthetic.
2. Creative Collaboration:
   
   • Worked closely with ATTRAKT to align promotional materials with the Barbie brand identity.
   • Developed alternative content concepts to fill the gap left by the canceled music video.

Results:

• Streaming Milestones:
  • Over 45 million Spotify streams and 8.1 million YouTube views.

• Chart Performance:
  • Topped K-pop charts in Ireland, Libya, and Yemen.
  • Peaked at #2 in the USA and UK K-pop charts.
• Pop-Culture Integration:
  • Positioned alongside artists like Dua Lipa and Nicki Minaj, cementing FIFTY FIFTY’s place in global pop culture.

MPT Agency’s Role:

• Orchestrated a comprehensive press strategy to position “Barbie Dreams” as a standout track on the Barbie album.
• Designed and executed social media campaigns, leveraging influencers and visual storytelling.
• Ensured brand alignment with Barbie’s themes, amplifying cross-promotional impact.
• Albeit the canceled music video and loss of creative campaign related to it, the strategic and creative support rendered to Attrakt was instrumental to the strategy. 

Key Takeaways

1. TikTok as a Game-Changer:
   
   • Both campaigns highlighted the platform’s power in driving music discovery and engagement, translating viral trends into measurable success. 
2. Strategic Multi-Version Releases:
   
   • The decision to release multiple versions of “Cupid” was instrumental in maximizing audience reach and sustaining momentum across platforms. 
3. Press and Branding Synergy:
   
   • Comprehensive media outreach ensured sustained visibility, while collaborations with influential brands like Barbie enhanced FIFTY FIFTY’s credibility and relevance. 
4. Adaptability in Challenges:
   
   • Despite setbacks such as the canceled “Barbie Dreams” music video, strategic pivots maintained the campaign’s momentum.