Atarashii Gakko!, known in Japan as Atarashii Gakkou no Leaders, is a Japanese girl group signed to 88Rising. ARCHIVE AGENCY was commissioned by the label to identify high-energy, self-expressing content creators to drive awareness around the groups new single, Pineapple Kryptonite.

After selecting the TikTok initiators, we worked on the creative, kicking off a dance challenge using the catchiest section of the song to make it viral with hashtag #pineapplekryptonite . This marketing campaign resulted in:

1500+ videos

2.3M+ views

8M DSP streams

Client: 88Rising
Role: Influencer & Partnerships Marketing
Agency: ARCHIVE AGENCY