Gracie Abrams'
That's So True
Gracie Abrams'
That's So True
Creating TikTok-first moments across three standout releases to fuel Gracie Abrams’ biggest breakthrough yet ✨
Creations
Views
UGC
What We Did
What We Did
Gracie Abrams’ breakout year on TikTok was fuelled by three emotionally charged tracks - Close To You, I Love You, I’m Sorry, and That’s So True.
Each song delivered its own moment, its own trend, and its own community of dedicated fans, giving us the opportunity to build a multi-layered campaign that tapped into vulnerability, nostalgia, and the rising intimacy driving modern music culture.
Here’s how each release played its part.
Zebr Challenge
Our Challenge feature is a fast-paced, exciting way to generate a volume of creative content!
Creators submit posts based on a creative brief.
Encourages participation only in challenges they connect with, ensuring quality content.
Payouts tied to view check-points: secures posts while protecting budget until view milestones are reached.
Track one
Track one
Filter one
Gracie Abrams' - Close To You
Gracie Abrams' - Close To You
Close To You sparked immediate creator interest, with more than 150 posts and 2.6M+ views generated directly through our activation. The community took a clear liking to the track, with fans leaning into emotional edits, confessional content, and soft-aesthetic montages that aligned with the song’s longing, nostalgic tone.
The momentum only grew from there - UGC surged by more than 35,000 new videos from our launch date, and the song charted globally, reaching #49 in the US. This first phase laid the groundwork for the emotional universe around Gracie’s music that would soon dominate TikTok.
Close To You sparked immediate creator interest, with more than 150 posts and 2.6M+ views generated directly through our activation. The community took a clear liking to the track, with fans leaning into emotional edits, confessional content, and soft-aesthetic montages that aligned with the song’s longing, nostalgic tone.
The momentum only grew from there - UGC surged by more than 35,000 new videos from our launch date, and the song charted globally, reaching #49 in the US. This first phase laid the groundwork for the emotional universe around Gracie’s music that would soon dominate TikTok.
Track two
Track two
Gracie Abrams' - I Love You, Im Sorry
Gracie Abrams' - I Love You, Im Sorry
Less than a month after Close To You, I Love You, I’m Sorry dropped - debuting at #100 in the UK - and we jumped back in to build early traction on TikTok. Multiple sounds emerged immediately, and we worked across both official and original audios to boost visibility and meet fans where they were already creating.
Lip-syncs, couples content and emotional posts quickly became the leading trends, highlighting the song’s storytelling. One sound alone reached 5.6M+ views across 61 of our activations, with other sounds also pulling in millions through our challenge strategy.
This multi-sound approach helped push the track to a UK peak of #4, while also driving more than 350 posts and 13.1M+ views across TikTok and YouTube Shorts. After sixteen weeks in the charts, the song climbed from #53 to #31 in the US - a major moment in Gracie’s rise.
Less than a month after Close To You, I Love You, I’m Sorry dropped - debuting at #100 in the UK - and we jumped back in to build early traction on TikTok. Multiple sounds emerged immediately, and we worked across both official and original audios to boost visibility and meet fans where they were already creating.
Lip-syncs, couples content and emotional posts quickly became the leading trends, highlighting the song’s storytelling. One sound alone reached 5.6M+ views across 61 of our activations, with other sounds also pulling in millions through our challenge strategy.
This multi-sound approach helped push the track to a UK peak of #4, while also driving more than 350 posts and 13.1M+ views across TikTok and YouTube Shorts. After sixteen weeks in the charts, the song climbed from #53 to #31 in the US - a major moment in Gracie’s rise.
Track three
Track three
Gracie Abrams' - That's So True
Gracie Abrams' - That's So True
By the time That’s So True arrived, TikTok was already alive with Gracie’s music - creating the perfect environment for a viral breakout. Using insights from the previous campaigns, we targeted top-performing creators and moved quickly on emerging trends to build instant momentum.
The track immediately sparked a music-led montage trend, spreading rapidly as UGC snowballed into hundreds of thousands of creations within days. Fans gravitated to the lyrics, turning the song into one of the platform’s defining sounds.
Across two sounds, our activation generated 15.8M+ views from 59 posts through a single challenge and a single direct campaign. UGC growth was huge, with 638,000+ new videos on the official sound and 147,000+ on the original.
This momentum helped That’s So True become Gracie’s first UK No.1 - a landmark moment after supporting her across all three releases. The song also climbed to #6 in the US, marking her strongest global impact yet.
By the time That’s So True arrived, TikTok was already alive with Gracie’s music - creating the perfect environment for a viral breakout. Using insights from the previous campaigns, we targeted top-performing creators and moved quickly on emerging trends to build instant momentum.
The track immediately sparked a music-led montage trend, spreading rapidly as UGC snowballed into hundreds of thousands of creations within days. Fans gravitated to the lyrics, turning the song into one of the platform’s defining sounds.
Across two sounds, our activation generated 15.8M+ views from 59 posts through a single challenge and a single direct campaign. UGC growth was huge, with 638,000+ new videos on the official sound and 147,000+ on the original.
This momentum helped That’s So True become Gracie’s first UK No.1 - a landmark moment after supporting her across all three releases. The song also climbed to #6 in the US, marking her strongest global impact yet.
And the Results?
And the Results?
And the Results?
Videos
Videos
Viral
Trends
4.4B+
4.4B+
Streams
Streams
When a Nostalgic Anthem Becomes TikTok’s New Obsession
When TikTok Meets a Holiday Classic
Across all three tracks, TikTok became the engine behind Gracie Abrams’ biggest career moments. Close To You kicked off the emotional-core momentum, I Love You, I’m Sorry surged through multi-sound activation, and That’s So True delivered her first UK No.1 - each building on the last to create a breakthrough wave.
The campaigns generated millions of views, huge creator uptake and viral UGC, driving Gracie to her highest-charting entries in both the UK and US. TikTok didn’t just support her rise - it transformed it into something unforgettable.
Across all three tracks, TikTok became the engine behind Gracie Abrams’ biggest career moments. Close To You kicked off the emotional-core momentum, I Love You, I’m Sorry surged through multi-sound activation, and That’s So True delivered her first UK No.1 - each building on the last to create a breakthrough wave.
The campaigns generated millions of views, huge creator uptake and viral UGC, driving Gracie to her highest-charting entries in both the UK and US. TikTok didn’t just support her rise - it transformed it into something unforgettable.
Join the other companies winning with Zebr
Join the other companies winning with Zebr
Join the other companies winning with Zebr
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Let’s talk about your next campaign - and how we can move culture together.