case Study
CHARLOTTE CLARKE - i prefer karma
From under 1,000 monthly listeners to 500,000 streams in 8 weeks
About charlotte
Charlotte Clarke is a London-based pop artist who made a fast, loud entrance in 2024 with her debut EP growing pains and a fanbase who call themselves 'theCHARmers.'
But traction on social media hadn't yet translated to consistent streaming growth. When Charlotte came to us, she had 2,200 Instagram followers, just over 4,000 Spotify followers and was averaging around 1,000 monthly listeners. Her fanbase was real and vocal, it just hadn't been given a clear, consistent route from "I love this artist" to "I stream this artist every day".
That's the gap we were brought in to close ahead of her new single, I Prefer Karma.
“You're in safe hands with these guys!”
- Charlotte Clarke
For more information on how Laid Bare can help you, get in touch by clicking below
Our Strategy
Charlotte's challenge for us was to use our social media marketing expertise to support the release of I Prefer Karma using our ‘Ultimate Package’, an 8 week campaign across organic strategy and targeted paid ads.
The goal was a healthy Spotify save-rate above 10% target, leading to steady growth in Spotify followers and monthly listeners, which would ensure future releases would reach a wider, more engaged audience than the last.
Our 8-week campaign combined a bespoke organic and paid-ad social strategy. On the organic side, we pushed for a step up in activity across Instagram and TikTok, built around content ideas that matched Charlotte's existing tone (raw, unfiltered, "female-rage energy") rather than generic release-week posting. That build-up meant she was already gaining momentum before I Prefer Karma even went live, which gave the paid-ads side of the campaign a head start rather than a cold start.
Our paid strategy centred on three ads, each using a different section of the song paired with a different visual, run across Meta (Facebook and Instagram). We tracked performance in real time and adjusted spend accordingly. The aim was to shift our targeting to Spotify's ‘Tier A’ countries, where royalty rates are highest, at a time we were confident the cost-per-result would stay low.
Results
⭐ 500,000 streams (and counting!)
⭐ Streams continued climbing for a further 10 weeks after the campaign ended, at 2,000+ per day
(proof this wasn't a spike that vanished the moment spend stopped!)
⭐ 18,000 saves, 19,000 playlist adds, average 5.8 streams per listener
⭐ Save rate of 20% - double our target and 5x the industry average!
⭐ Spotify followers grew from 4,035 to 7,398
⭐ Monthly listeners grew from 967 to 50,000
⭐ Top territories are all Spotify ‘Tier A’ countries:
US, UK, Germany, Australia and Canada.
“Working with Laid Bare has been amazing! The team understood my vision straight away and helped bring my ideas to life. They're passionate, hardworking and career-elevating. You're in safe hands with these guys!”
- Charlotte Clarke
Large and consistent Spotify follower increase once the campaign began
Graph showing the increase in daily streams
Content Creation
We also supported the release with bespoke content, filmed and edited ahead of time and used across both the ads and organic posting. That meant Charlotte didn't have to think about staying consistent on socials during release week; everything was ready to go before I Prefer Karma even came out. Professional, on-brand content isn't a nice-to-have here, it's part of what actually converts a listener into a fan, and it's baked into every campaign we run.
Ready to build your own momentum?
If you've got a fanbase that's louder than your streaming numbers suggest, we can help close that gap. Get in touch and let's talk about your next release.