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Library/Campaign/DistanceDance
Grade B21 sourcesHIS-00559

DistanceDance

Campaign · 2020 · Notable

41Editable slideCertificate

P&G’s stay-home dance reached 197.5 million seed-video views on TikTok.

Original · Charli D’Amelio

Governor Mike DeWine

@GovMikeDeWine · Mar 25, 2020

She created an original dance on TikTok last night, posted at 10:45 p.m. It had 95,000 views in 10 minutes. In about 10 hours it went up to 6 million views.

11743
Post · @GovMikeDeWine on X
Stay home & do the #distancedance. Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for first 3M videos #PGPartner
@charlidamelio on TikTok
Grey: P&G #DistanceDance
WPP
P&G Teams With TikTok's Charli D'Amelio for #DistanceDance
Adweek
TikTok creators win big at the 2020 Streamy Awards - Newsroom | TikTok
TikTok
Can lip-syncing save lives?
Vitalities Lab / Clare Southerton
TikTok influencer encourages Ohio teens to stay home with viral dance
FOX6 Milwaukee / Nexstar (WJW)
TikTok Star Charli D'Amelio Hosts #DistanceDance Party
Cynopsis

Spread Score

How it works
Reach75Contagion45Breadth10Velocity0Longevity5341

Numbers

Live seed counter; ten largest derivatives unavailable
197.5M
As of Oct 14, 2026 · TikTok · TikTok / Charli D’Amelio
Seed to peak proxy
8 days
Mar 24 ’20 to Apr 1 ’20
Platforms
6
Started on TikTok
Leverage
4.9×
197.5M on 40M followers at seed

Mechanics

  • ChallengePrimary
  • Response chain
  • Remixable template
  • Political adoption
  • Press loop

How it spread

Trace the origin

P&G and Grey recruited D’Amelio to turn stay-at-home guidance into a TikTok dance. Viewers posted copies tied to a donation pledge. National press and TV covered the challenge. P&G expanded its pledge; D’Amelio announced an Instagram party.

Proxy date; not a directly measured attention peak.

Mar ’20AprMayJunJulAugSepNovOpen webTikTokXPressTVInstagram
Open webTikTokXPressTVInstagram

11 more events on this chart

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Timeline (14)

  1. March 2020

    Mike DeWine / P&G precursor · Mar 2020

    DeWine asked P&G to take stay-at-home guidance to young people before the campaign launched.[1]

    Grey: P&G #DistanceDance

  2. Charli D’Amelio / P&G seed · Mar 24 ’20

    D’Amelio posted the DistanceDance with a P&G donation pledge and #PGPartner disclosure.[2][3][4]

    Stay home & do the #distancedance. Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for first 3M videos #PGPartner
    40M followers

  3. Governor Mike DeWine owner response · Mar 25 ’20

    DeWine promoted the campaign and reported 6 million seed views in about ten hours.[5][6]

    TikTok influencer encourages Ohio teens to stay home with viral dance
Origin
Seeded
Sector
Politics & civic
Region
US
Live seed counter; ten largest derivatives unavailable
197.5M
As of Oct 14, 2026 · TikTok · TikTok / Charli D’Amelio
Evidence
Grade B

Spread the same way

Mannequin Challenge

X · 2016

63
Mannequin challenge Done by 100+ Engineering Students at University of Jordan, Collaboration with Wikimedia Levant

60K derivatives

Jerusalema Dance Challenge

YouTube · 2020

50
ORIGINAL: Jerusalema Dance Challenge - By Fenomenos do Semba

17M impressions

Cheerio Challenge

Facebook · 2016

38
#cheeriochallenge #sleepybaby had 10 but couldn't take pic quick enough

100M impressions

ALS Ice Bucket Challenge

Facebook · 2014

30
Doing the ALS Ice Bucket Challenge

New cases, every week

How the next thing spread, the week it does.

See every timeline

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Mar ’20AprMayJunJulAugSepNovOpen webTikTokXPressTVInstagram
Open webTikTokXPressTVInstagram

11 more events on this chart

Join free to see them

  1. March 2020

    Mike DeWine / P&G precursor · Mar 2020

    DeWine asked P&G to take stay-at-home guidance to young people before the campaign launched.[1]

    Grey: P&G #DistanceDance

  2. Charli D’Amelio / P&G seed · Mar 24 ’20

    D’Amelio posted the DistanceDance with a P&G donation pledge and #PGPartner disclosure.[2][3][4]

    Stay home & do the #distancedance. Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for first 3M videos #PGPartner
    40M followers

  3. Governor Mike DeWine owner response · Mar 25 ’20

    DeWine promoted the campaign and reported 6 million seed views in about ten hours.[5][6]

    TikTok influencer encourages Ohio teens to stay home with viral dance

  1. press · Mar 25 ’20

  2. platform jump · Mar 25 ’20

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Why it worked

Do this

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  3. 3

Pro opens the playbook, all 12 sourced numbers and 21 sources. Start with a free account.

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