Case Study Breakdown — How We Think
How the Kiki Challenge Made “In My Feelings” a Global Hit
In 2018, Drake’s In My Feelings went from an album track to one of the biggest songs in the world after creator Shiggy posted himself dancing to the “Kiki, do you love me?” section. It's the clearest example of the model we build campaigns around — so here's our breakdown of it.
A single conversational, rhythmic hook — “Kiki, do you love me?” — short and memorable enough to carry an entire video on its own.
A dance anyone could recreate with no skills, equipment, or production — later evolving into the iconic moving-car visual variant that made it instantly recognizable.
It started with one creator, spread through everyday participants, then picked up celebrity social proof — Will Smith, Ciara, Kevin Hart, Odell Beckham Jr.
Song → Social Format → Audience Creates Content → More Audience Discovers Song. Over half a million #InMyFeelingsChallenge clips hit Instagram by July 2018, and the track reached No. 1 on the Billboard Hot 100.
“Don’t just promote the song. Create the moment people want to be part of.”