Case Study – Zella Day (pt 1)

The Brief

Zella Day is an L.A. based artist originally from Pinetop, Arizona. She grew up performing live in her parent’s coffee shop before moving to L.A. to focus full time on her music career.

Charm Factory began work on the Zella Day campaign in February 2014. Our key remit was to establish Zella within credible UK/EU online publications. We also tasked ourselves to think outside the box and focus on specialist unofficial campaigns with Spotify and key YouTube influencers.

Phase 1 – Sweet Ophelia – Debut Single Campaign

Overview

Ensure Zella’s positioning within the credible tastemaker world with big focus on Hype Machine blogs/sites. Focus on grass roots Spotify playlist outreach to increase awareness in new areas.

Results

Key features ran with i-D, Spotify, The Fader, The 405, The Line of Best Fit, Wonderland, ASOS & more.

Over 250 pieces of coverage ran online.

Over 500,000 streams of “Sweet Ophelia” on Soundcloud.

Over 5 millions streams of “Sweet Ophelia” on Spotify.

29 Hype Machine registered blog posts on “Sweet Ophelia” alone.

Highlights

Spotify: Successful playlist campaign resulting in over 5 million streams of Sweet Ophelia.

Hype Machine: Sweet Ophelia #1 spot on Hype Machine popular chart

The 405: In-depth interview feature

CMU: Approved feature in key industry outlet

Mr Suicide Sheep: Remix post on channel with over 1.8 million subscribers

Noisey: Video premiere/feature

The Fader: Track premiere/feature

The Line of Best Fit: Intro feature

ASOS: Sweet Ophelia added to catwalk playlist – Over 7 million unique hits to the site each month

Amazing Radio: Successful intro campaign with plays every week during campaign

Spotify: Exclusive remix featured on app

Wonderland Magazine: Introducing feature

i-D: IYES remix exclusive hosted on i-D Soundcloud channel (126,863 followers)

Spindle Magazine: Interview feature

Mr Suicide Sheep: Remix placements on channel with over 1.8 million subscribers.