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7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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CARLY RAE JEPSON CALL ME MAYBE
7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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the most infectioussong of summer
When Carly Rae Jepson released her
now infamous song, Call Me Maybe
in September of 2011, she had no idea
that it would become a global
sensation.
After hearing the song on CanadianRadio in December of 2011, Justin
Bieber tweeted about it, and Call Me
Maybe gained international exposure.
Bieber along with Ashley Tisdale, Selena Gomez and a few other friends made a lip dub video of
the song in February of 2012. Within three months the video racked in over 39 million views.
In the months following, numerous parodies, covers, and additional lip dubs popped up all over
Youtube. As of today, (August 23, 2012) there are over 366,000 video results for the search Call
Me Maybe.
With so much buzz, it was only a matter of time before a brand caught on to the wave.
7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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213,711,400+ 8,000,000+
9,800,000+ 9
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The Single is
released in
September,
2011
253633
152164
9.11 1.12 3.12 6.12 8.12
Justin Bieber
Tweets about
Call Me
Maybe
12.30.11
Justin Bieber + Friends
Cover Call Me Maybe
in a Home Video
2.18.12
The Official Video
for Call Me Maybe
is Uploaded to
Youtube on
March 1, 2012
Katy Perry + Friends
Cover
4.12
Harvard
Baseball
5.12
Obama Dub
6.12
Star Wars Dub
6.12 Chatroulette
Prank
8.12
Abercrombie Guys
Cover
6.12
TWITTERMENTIONS
TIME
Cookie Monster
Share Me Maybe
6.12
CALL ME MAYBE TRAJECTORY
7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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0
253633
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9.11 1.12 3.12 6.12 8.12
Abercrombie Guys
Cover
6.12
TWITTERMENTIONS
TIME
CALL ME MAYBE TRAJECTORY
7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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8.12
202909
101460
50735
0
253633
152164
9.11 1.12 3.12 6.12 8.12
Abercrombie Guys
Cover
6.12
TWITTERMENTIONS
TIME
CALL ME MAYBE TRAJECTORY
At sparks & honey, we synchronize brands with culture.
Using our proprietary Wave Branding platform, sparks & honey tracks and
identifies cultural bursts and trends in real time, scores their energy level, projects
their lifespan and analyzes their cultural resonance.
If you are a marketer who doesnt want to wait as long as Abercrombie & Fitch did
to take advantage of a cultural movement, contact us at
mailto:[email protected]:[email protected]:[email protected]:[email protected]7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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APPENDIXNotable Call Me Maybe VideosBy View Count
7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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The Original: Carly Rae JepsenMarch 1, 2012
http://www.youtube.com/watch?v=fWNaR-rxAichttp://www.youtube.com/watch?v=fWNaR-rxAichttp://www.youtube.com/watch?v=fWNaR-rxAic7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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CRJ Feat. Justin Bieber, Selena, Ashley Tisdale & MoreFebruary 18, 2012
http://www.youtube.com/watch?v=AsBsBU3vn6Mhttp://www.youtube.com/watch?v=AsBsBU3vn6Mhttp://www.youtube.com/watch?v=AsBsBU3vn6Mhttp://www.youtube.com/watch?v=AsBsBU3vn6M7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Barack Obama DubJune 4, 2012
http://www.youtube.com/watch?v=hX1YVzdnpEchttp://www.youtube.com/watch?v=hX1YVzdnpEchttp://www.youtube.com/watch?v=hX1YVzdnpEchttp://www.youtube.com/watch?v=hX1YVzdnpEc7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Chatroulette Version - Call Me MaybeAugust 10, 2012
http://www.youtube.com/watch?v=YCiY1y3uJ3ohttp://www.youtube.com/watch?v=YCiY1y3uJ3ohttp://www.youtube.com/watch?v=YCiY1y3uJ3ohttp://www.youtube.com/watch?v=YCiY1y3uJ3o7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Harvard Baseball - Call Me MaybeMay 6, 2012
http://www.youtube.com/watch?v=eEWVwgDnuzEhttp://www.youtube.com/watch?v=eEWVwgDnuzEhttp://www.youtube.com/watch?v=eEWVwgDnuzEhttp://www.youtube.com/watch?v=eEWVwgDnuzE7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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The Hottest Abercrombie & Fitch Guys - Call Me MaybeJune 13, 2012
http://www.youtube.com/watch?v=z5NRWM3FgqAhttp://www.youtube.com/watch?v=z5NRWM3FgqAhttp://www.youtube.com/watch?v=z5NRWM3FgqAhttp://www.youtube.com/watch?v=z5NRWM3FgqA7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Katy Perry And Friends - Call Me MaybeApril 16, 2012
http://www.youtube.com/watch?v=luR4BnfM9vwhttp://www.youtube.com/watch?v=luR4BnfM9vwhttp://www.youtube.com/watch?v=luR4BnfM9vwhttp://www.youtube.com/watch?v=luR4BnfM9vw7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Sesame Street - Share It MaybeJuly 10, 2012
http://www.youtube.com/watch?v=-qTIGg3I5y8http://www.youtube.com/watch?v=-qTIGg3I5y8http://www.youtube.com/watch?v=-qTIGg3I5y8http://www.youtube.com/watch?v=-qTIGg3I5y87/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Jimmy Fallon, CRJ & The Roots (w Classroom Instruments)June 8, 2012
http://www.youtube.com/watch?v=lEsPhTbJhuohttp://www.youtube.com/watch?v=lEsPhTbJhuohttp://www.youtube.com/watch?v=lEsPhTbJhuohttp://www.youtube.com/watch?v=lEsPhTbJhuo7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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2012 USA Olympic Swimming Team - Call Me MaybeJuly 26, 2012
http://www.youtube.com/watch?v=YPIA7mpm1wUhttp://www.youtube.com/watch?v=YPIA7mpm1wUhttp://www.youtube.com/watch?v=YPIA7mpm1wUhttp://www.youtube.com/watch?v=YPIA7mpm1wU7/31/2019 "Call Me Maybe" Wave Branding Case Study by sparks & honey
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Star Wars - Call Me MaybeJuly 13, 2012
http://www.youtube.com/watch?v=dBM7i84BThEhttp://www.youtube.com/watch?v=dBM7i84BThEhttp://www.youtube.com/watch?v=dBM7i84BThEhttp://www.youtube.com/watch?v=dBM7i84BThE