In 2013, Zoe was named as one of the National Citizen Service’s ambassadors, and her online fame helped launch the youth service. This year, she was named as the first ever “Digital Ambassador” for the mental health charity Mind. Zoe revealed she was thrilled with her new role, as she is “passionate about the need for everyone to feel ok to speak out […] to ask for help”, and Mind’s chief executive Paul Farmer described Zoella as “an inspiration to many”. She also launched her #DontPanicButton campaign – which continues to be hugely successful and is designed to raise awareness of anxiety and panic attacks in young people. Zoe has spoken publicly about her own experience of anxiety, so this role didn’t come as a surprise to Zoella fans.
While her main channel, Zoella, mostly revolves around fashion, beauty tips and favourite beauty products, her second channel – MoreZoella (vlogs where she gives her viewers a glimpse into what she is doing that day) – continues to rise in popularity and now has over 2.5 million subscribers.
Vlogging surrounds Zoella; her boyfriend, Alfie Deyes, is a star in his own right with his Pointless Blog channel, as is her younger brother Joe (Thatcher Joe) and her best friend Louise (Sprinkle of Glitter). They often produce joint videos – a way of bouncing off each other and sharing their millions of subscribers. Zoe and Alfie are now affectionately referred to as their fans as ‘Zalfie’!
TV, print and advertising
Zoe has also made more ‘offline’ appearances this year. In June 2014, she appeared as a guest panellist on an episode of ‘Loose Women’, and in July 2014 she joined Philip Schofield and Holly Willoughby on the ‘This Morning’ sofa to talk about social anxiety and how she’s dealt with things like YouTube conferences and television appearances. September 2014 also saw the launch of a new YouTube marketing campaign, with Zoe’s face appearing on television, print and billboard adverts in the UK – this included prime time adverts during breaks of TV shows such as The X Factor, as well as ads on the underground and billboards.
Zoella featured as Queen of the Haul in the November 2014 issue of Vogue, complete with a full feature article and photo shoot.
In September 2014, she launched her range of beauty products under the name ‘Zoella Beauty’. Described as the ultimate “bath and beauty” range, the packaging features elements of her blog, with polka dots, lace and rose gold, and includes everything from sweet-smelling bubble bath to scented candles. The products sold out within minutes and, according to the Metro, it was the “biggest beauty launch of the year”.
Zoella has received numerous awards this year to add to her collection; she was awarded “Best British Vlogger” at the Radio 1 Teen Awards for second year in a row, she won the 2014 Nickelodeon Kids’ Choice Award for “UK Favourite Vlogger”, and in September 2014 she was listed as one of The Telegraph’s “40 best beauty bloggers”.
Just this week, Zoe released her new book, Girl Online, after signing a two-book deal with Penguin Books earlier this year. Girl Online is a fictional book based on a 15-year-old anonymous blogger and what happens when her blog goes viral. The book, aimed at teenagers, manages to capture the pressures of growing up in a world surrounded by social media; the lead character, Penny, is like any other teenager, struggling with boys, spots and bullies. It will undoubtedly be a bestseller and inspire and engage her legion of fans due to its dissection of real-life issues.
Zoella’s vlogs are most popular with “tweens” (10-12-year-olds who are “too old for toys but too young for boys”) and teens. She has talked openly about her influence over the people who watch her, modestly stating that “while I would never use the words ‘role model’, I am mindful of the responsibilities that come with a substantial viewership”. Well, we certainly hope her cyberspace superstardom continues for many years to come!
Zoe’s new book Girl Online is available to buy online today.
If you haven’t entered already then make sure you check out our Zoella competition too.