DO IT
The Power of Two: Chloe x Halle's Breakthrough with "Do It"
In the Spring of 2020, when the uncertainty of the global pandemic gripped the world, Chloe x Halle released their breakout single "Do It." Unable to take the traditional promotional approaches due to the limits of the pandemic, Chloe x Halle leveraged social media, particularly TikTok, to propel their song to new heights.
Chlöe & Halle took advantage of TikTok, which had experienced a surge in popularity during the lockdown. A dance routine to "Do It" was created and shared on the platform, which users were then encouraged to recreate and share. The song quickly caught on, and the #DoItChallenge began to trend. The virality of the challenge brought attention to "Do It" on streaming platforms, and the song reached over half a million creations on TikTok shortly after its release.
The TikTok success amplified "Do It," although we experienced limitations due to the pandemic, this forced us to get creative on how to market the song when you can't physically go places in the real world. One of the defining elements during the rollout was a string of live performances from their backyard tennis court. They transformed the space into a makeshift stage, delivering different renditions of "Do It" since pandemic restrictions prevented filming in-studio. This approach allowed the girls to create performances for multiple late-night TV platforms, enhancing their visibility and contributing to the song's success.
The case of "Do It" demonstrates that while challenges inevitably arise, you can turn them into opportunities with the right strategy and execution.
