Taylor Swift has unveiled her latest video ad for Apple Music – and its part of a long-term, multi-part campaign.

The video, featuring the pop star lip-syncing to Jimmy Eat Worlds “The Middle”, has already racked up 776,000 likes on Instagram, and 30,000 on Twitter, in the three hours since it was posted. And thats just on Swifts own posts, not including those from Apple Musics accounts.

It follows on from the first video in this campaign, posted at the beginning of the month, which featured Swift singing Drakes “Jumpan” on a treadmill before falling off. There are an unspecified number of these videos yet to come, according to a Co.Create interview with Apple Music head of content Larry Jackson.

“Our strategy is to actually roll this campaign out like we would a record,” said Jackson. “You release one single, its got a certain longevity, then the next single drops. What were doing here, to avoid it all fading out too soon, is using the same cadence as an album: spot comes out, hype dies down two week later, then out comes another spot, same thing happens, then drop the next one. So were using the same approach with spots as we would with singles.”

Interestingly, Co.Create also notes that no ad agency was involved in the campaign – it was a collaboration between Swift, who reportedly had the original idea, Jackson and video director Anthony Mandler.