Lil Yachty – Close Friends

To launch the revamped Close Friends feature in an unmissable way, we had beloved rap sensation -- Lil Yachty -- shock the world by secretly adding his 11.3M followers to his CF. Then, he flexed all the new ways to create and connect, giving them a raw, unfiltered look into his life. We generated billions of organic impressions, trended on X and TikTok, grew his following by over 700K, and increased Close Friends' social discussion by 191%. Leaning into Gen Z’s most important advertising tenets – authenticity, expression, and accessibility, we broke through in ways no one ever saw coming.