# DistanceDance

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

- Owner: P&G / Grey / Charli D’Amelio
- Kind: Campaign
- Sector: Politics & civic
- Seed date: 2020-03-24
- Peak proxy date: 2020-04-01
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 41 (Notable), v1.2
- Mechanics: Challenge, Response chain, Remixable template, Political adoption, Press loop

## Summary

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.

## Timeline

- Mar 2020 — Mike DeWine / P&G (Open web) — DeWine asked P&G to take stay-at-home guidance to young people before the campaign launched.
- 2020-03-24 — Charli D’Amelio / P&G (TikTok) — D’Amelio posted the DistanceDance with a P&G donation pledge and #PGPartner disclosure.
- 2020-03-25 — Governor Mike DeWine (X) — DeWine promoted the campaign and reported 6 million seed views in about ten hours.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/distance-dance

Cite as: How It Spread (2026). “DistanceDance.” Case HIS-00559. Spread Score v1.2: 41/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00559