Joel Sunny Luminary

Launching a campaign for an independent artist, resulting in 58 million Spotify streams and 5M+ views across a volume of quality content!

Creations

0M+

Views

0k+

UGC

What We Did

We love working with labels, but we also love working with independent artists, and Joel Sunny's 'Luminary' was a huge moment for us!🌟

The sound was already resonating extremely well within the BookTok, travel and adventure spaces, so we decided to amplify these content styles in order to dig deeper into these audiences

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.

Phase one

Filter one

TikTok - official sound

We launched a challenge to incite a volume of content but our direct style of campaign is where this activation shined! ✨

By selecting mid-macro creators directly, we were able to gain posts from strong creators within these areas to reach our desired audiences!

We launched a challenge to incite a volume of content but our direct style of campaign is where this activation shined! ✨

By selecting mid-macro creators directly, we were able to gain posts from strong creators within these areas to reach our desired audiences!

Phase two

TikTok - piano version

A piano version of the reactive sound was then released, where we continued focusing on content styles we'd seen connecting well from the first phase, such as aesthetic, travel and BookTok content!

We launched a challenge on this sound, gaining another volume of content to sound-track the song into representative content styles!

A piano version of the reactive sound was then released, where we continued focusing on content styles we'd seen connecting well from the first phase, such as aesthetic, travel and BookTok content!

We launched a challenge on this sound, gaining another volume of content to sound-track the song into representative content styles!

And the Results?

Videos

100M+

Streams

When Soundtrack Aesthetics Meet TikTok’s Viral Engine

When TikTok Meets a Holiday Classic

Across both sounds, we achieved over 100 pieces of quality content, all fitting within the realms of the song's niches! These videos totalled over 5 million views altogether! 📈

The most impressive part of this campaign was the amazing knock-on effect on the UGC! We ended up with 100,000+ more videos on the original sound than when we launched and 15,000+ new videos on the piano edit since we launched! 🚀

For an independent artist, it was amazing for us to have such an effect on this release, resulting in over 100 million streams on Spotify! The sound on TikTok also resulted in being tagged as a 'Popular' sound, spiralling the UGC!