Zach Top’s meteoric rise from unknown to a Billboard Hot 100 and CMA New Artist of the Year nomination was driven by a strategic mix of viral content, influencer marketing, fan engagement, and targeted advertising. At its core, the campaign revolved around leveraging Zach’s authenticity and connection to 90s country nostalgia, which resonated deeply with his fan base.

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1. Content Strategy: Early on, we initiated a consistent rollout of content that focused on eliciting engagement to learn what fans love about Zach. Early viral moments, including praise from major artists like Luke Combs and Jake Owen, allowed us to explore the fandom and what they love about Zach. With many fans talking about his authenticity and nostalgia for 90’s country, we knew we had something to lean into. We focused the content on Zach alone, creating an uninterrupted space between him and the camera while placing him in locations that elicited nostalgic feelings. As he grew in popularity, we increased his production value and fed the buzz with live clips of him playing in front of thousands. 
2. Influencer and UGC Campaigns: The song “I Never Lie” became a viral hit after a carefully orchestrated campaign that included UGC (User-Generated Content) and influencer partnerships. We first focused on “seeding” the song to small tastemaker influencers in the country space. Once we saw the song's momentum, we focused our campaign push on more prominent influencers and press outlets on TikTok. 
3. Advertising: Advertising Zach was an important focus early on. We didn’t just want to drive listenership to his music and build a warm audience to engage and activate. Our success with ads also laid a foundation for following up with listeners engaged with organic social virality. ‍
4. Fan Engagement: The launch of a fan club in February 2024 allowed Zach’s core fans to access exclusive content, presale codes, and guitar tutorials. This not only strengthened fan loyalty but also fueled organic word-of-mouth promotion. Additionally, we used this platform for activations like the UGC contests and meet-and-greets, engaging fans in a more personal, interactive manner.

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At the crux of Zach Top’s success is our understanding of why fans love him and his music. The content reflected what fans valued—nostalgia and authenticity—while influencer and UGC campaigns maximized viral potential. Meanwhile, fan engagement initiatives created loyalty, and strategic ads provided consistent growth. This multifaceted approach created a sustainable path to success.

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RESULTS & KEY LEARNINGS

• CMA nomination for New Artist
• “I Never Lie” charting on Spotify US and Global Viral 50
• Increased Spotify Listeners from 216k Monthly listeners to 3.3M
• “I Never Lie” 25k TikTok sound uses
• 15x ROAS and a purchase conversion value of over $34k in merchandise ad conversions

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