Social Media Strategy: Digital rollout campaign
Jun 2021 - Oct 2022
Background:
With a unique voice and rising critical acclaim, Lola Young was primed for a major breakthrough. I collaborated with her label and creative team to develop engaging content around her singles, leading to viral moments and growing buzz. This momentum helped unlock major industry milestones including; a feature on On the Radar, a collaboration with Tyler, The Creator and a performance on The Tonight Show with Jimmy Fallon, all accelerating her global recognition.
Objective:
To elevate a rising star’s profile by crafting a digital strategy and rollout that translated her raw talent and momentum into sustained fan engagement for an upcoming album release. This was magnified by a primary focus on using social media storytelling and targeted content to generate anticipation, deepen audience connection, and solidify her presence ahead of a major release.
Media rollout strategy:
After assessing her existing reach and online presence, we collaborated closely with her label and management team to construct a multiplatform strategy centered around storytelling, aesthetics, and consistency. A deliberate content calendar was crafted to support each single’s release, incorporating reels, visual snippets, and teasers designed to build a connection amongst the online community.
We also built a framework that allowed her to interact authentically across TikTok and Instagram, leaning into the nuances of each platform while preserving a cohesive brand identity. With social moments designed to go beyond standard promotion, such as teasing high profile collaborations and building mystery around visuals through social media, the campaign built continual energy. Along with this, to further expand her visibility ahead of the album release, we proactively reached out to relevant brands, independent podcasts, and talk shows to secure early interest and positioning for editorial features and interviews.
Analytics and results:
This campaign boosted her visibility, unlocked new audiences in the U.S. and beyond, and contributed to both viral fan-driven moments and critical acclaim.
Social Media Growth
TikTok followers grew from 400K to 2.6M (Jan 2023 – Apr 2024)
TikTok views increased from 80K–100K to an average of 600K–1M
Most-viewed TikTok during campaign: 2M+ views
Instagram & YouTube views rose from 200K–400K to 600K–1M average
Album Sales
Album debuted at No. 11, later held No. 32 on Top Rock & Alternative Albums
211,000 equivalent album units earned to date
First-week album units: 9,000
Spotify editorial playlist adds: multiple placements (e.g., “New Music Friday”)
Increased monthly listeners and YouTube views on visuals
Streaming Performance
“Messy” reached:
No. 2 on Hot Rock & Alternative Songs
No. 5 on Adult Alternative Airplay
No. 8 on Pop Airplay
No. 10 on Adult Pop Airplay
No. 30 on Adult Contemporary
Audience Demographics & Expansion
Featured multiple times as “Artist of the Week” on BBC Radio 1
Strongest market growth in the United States
2 Billboard Hot 100 entries during campaign
Notable expansion into new U.S. and global audience segments