Lola Young Messy

Steering 'Messy' into music-focused content areas to encourage virality, resulting in millions of Spotify streams and worldwide chart success ⚡️

Creations

Views

UGC

Here's what happened

Lola Young's breakout song 'Messy' made her a worldwide success after becoming a viral hit on TikTok in 2024.

Referenced as her "breakout song", 'Messy' brought Lola Young to worldwide success after becoming a viral hit on TikTok in 2024.

We came on board to help boost the sound on TikTok, which only had 11,000 videos at the time, and push it to new heights! The song soared into the Top 5 in the UK and US, backed by millions of social media posts.

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.

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.

TikTok Phase

We kicked off with a music-first challenge focused on lip-syncing content, which sparked instant creator engagement. When Sofia Richie shared her now-viral dance, we pivoted our focus to this, helping the sound explode to 1.3M+ videos!

We achieved 250+ posts and a staggering 8.5M+ views. Overall, we saw a rise of 1,312,963 videos on the TikTok sound.

Instagram Reels

Pivoting to emerging trends

After the song went viral on TikTok, we expanded to Instagram Reels, giving creators more room to experiment as the sound started evolving into broader styles.

Fashion, lip-syncs, and casual “vibe” videos resonated strongly with viewers, resulting in 60+ posts, 6M+ views, and a UGC boost of 263,171.

After the song went viral on TikTok, we expanded to Instagram Reels, giving creators more room to experiment as the sound started evolving into broader styles.

Fashion, lip-syncs, and casual “vibe” videos resonated strongly with viewers, resulting in 60+ posts, 6M+ views, and a UGC boost of 263,171.

And the Results?

“Messy” spent several weeks at #3 in the UK and climbed to #5 in the US, driving massive streaming numbers - over 198 million on Spotify.

Just two weeks after Sofia Richie’s video went live on November 28th, streams jumped to 9.1 million in a single week, clearly showing the impact of TikTok on the track’s success.

By January 2025, the song hit #1 in the UK, marking Lola’s first chart-topping single 🏆