October 17, 2023
Dancing with Tube Girl: How Brands Are Riding the Wave of Empowerment
5 MIN READ

Sabrina Bahsoon, also known as Tube Girl, took the internet by storm through her TikTok videos of her dancing like no one’s watching on the London Underground. Some of her videos garnered an astounding 1.7 million likes and 25 million views, catapulting her into viral stardom.

It rapidly evolved into a global trend of self-confidence and empowerment, inspiring TikTok users worldwide to replicate her actions in their own countries; and we’re absolutely here for it

Prominent brands such as MAC cosmetics and BOSS wasted no time in teaming up with her, and their campaigns were largely well-received. Here's our in-depth analysis of why these collaborations have been so successful.

We evaluated these three TikToks with Sphere’s Video Evaluation app:

south_east

synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop

south_east

grasping the distinct consumer perspectives that these diverse regions offer

@boss It turns out that the Tube stops in Milan. Welcome to the #BOSSMilanShow 🔋 #DixieDamelio #tubegirl ♬ greedy - Tate McRae
@sabrinabahsoon Getting litty with my girlies have me acting silly on the tube 🤪 #tubegirl ♬ where dem girls at - fee✩

Archetypes detected

The Jester was detected in all the TikTok videos, which highlights a core element of Bahsoon’s content — playfulness, being carefree, and a genuine love for fun. She fully embodies the archetype with her vibrant dances, which carry a contagious sense of joy that spills across the screen to her audience. 

Other archetypes detected include the Rebel and the Hero; her bold dancing in public spaces like the London Underground challenge conventional norms, setting her apart and resonating with audiences seeking fresh and daring content. Additionally, given how other creators have begun doing the same as a form of “exposure therapy”, her content inspires others to embrace their individuality and strive for their best selves, echoing the Hero's commitment to guiding others toward greatness.

Altogether, Bahsoon’s carefree attitude and genuine enjoyment of the moment shine through in her videos, making her relatable and endearing to her audience. She’s daring, magnetic, and freeing — a compelling blend that captivates the hearts and minds of the online world.

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

Visuals illustrated are to bring concepts to life only.

Brand Values 

Our AI detected a myriad of brand values across the videos, with the most prominent three being playfulness, inspirational, and disruptive. 

Tube Girl is definitely having fun. She’s having the time of her life, dancing without a care in the world — and inspiring others around the world to do the same. But how does this benefit brands? 

1. She’s a trendsetter. People want to be just like her — whether it’s whipping out their phone and filming themselves on a train on 0.5x zoom, or styling themselves like she does — influencer marketing, but on ‘roids. Brands will be able to reach out to younger crowds and remain “cool” in the eyes of their consumers, since working with viral creators demonstrates how in-the-know they are. 

2. She’s changing the game. When brands collaborate with her, they’re able to demonstrate how they’re breaking the mold and standing out from the crowd; this might resonate well with audiences who value both style and individuality.

3. She’s all about that confidence and positivity. Brands seeking to motivate consumers to be their best selves (using their products, of course) can leverage her content to deliver powerful messages of self-improvement. 

As the world of fashion continues to evolve, embracing unconventional partnerships and authentic voices like Tube Girl's is a promising path to success; and it seems that for Sabrina Bahsoon, the only way is up.

Visuals illustrated are to bring concepts to life only.
Visuals illustrated are to bring concepts to life only.
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