What started as a spontaneous “little science experiment”, turned into one of the most effective organic promo hacks of the year.
The singer Sofia James posted a series of videos labeled Group 1 → Group 7, all identical in setup, each one using her song “So Unfair” in background.
Each video was framed like a secret entry point into a “club” and people wanted to be placed in the right one. The videos all went viral but one stood out more than the others.
By the time “Group 7″came out, it blew up and suddenly everyone wanted in.
“I’m in Group 7.”
“Group 7 supremacy.”
“Group 6 could never.”
64.7 million views:
“Group 7”
Group 7 took on a life of its own, and everyone started claiming it and recreating the format like it was its own little club.
9 million views
8.3 million views
We’ll link the other six other videos Sofia James made to save you time:
“Group 6” 5.4 M Views
https://www.tiktok.com/@sophiajamesmusic/video/7562057852743896350
“Group 5” 4.2 M views
https://www.tiktok.com/@sophiajamesmusic/video/7562056245109083422
“Group 4” 4.4 M views
https://www.tiktok.com/@sophiajamesmusic/video/7562054287560297758
“Group 3” 3.2 M views
https://www.tiktok.com/@sophiajamesmusic/video/7562048843043392799
Group 2 3.4 M views
https://www.tiktok.com/@sophiajamesmusic/video/7562046356567690527
Group 1 2.5 M views
https://www.tiktok.com/@sophiajamesmusic/video/7562043048155221279
What went viral wasn’t just Sofia James’ song, it was the idea that you
you belonged to something. That you were chosen that day.
You can’t always predict what will take off, but you can learn from the moments that do and this is one of them.
Account:
Song: https://www.tiktok.com/music/So-Unfair-7548537462353184769
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