Amethyst has had strong influencer and creator partnerships for a while, but recently we strengthened our bond with creators through a never-been-done-before activation. We hosted a focus group with TikTok Creators, ranging from 30k followers to 3M, and got their feedback on one of our clients current tiktok campaigns. 

We gained a lot of knowledge on the creative leanings of tiktok, and even tweaked our strategy to incorporate the feedback we got. 

Data is amazing, but there's nothing like real human conversation when you're trying to learn how fans respond to artists.