Chris Heskett wanted to develop a digital marketing campaign to launch his new album, but he was unsure where to begin with the marketing side of things. He knew that majority of his audience listened to his music on Spotify, so we focused on this as the main platform to direct traffic to. We also took into consideration that majority of his audience is more engaged on Instagram, rather than Facebook, so we developed the campaign around this.
When developing the campaign, we approached the strategy by focusing on Spotify and Instagram, while still touching on Facebook. We decided that advertising on the Spotify platform with audio ads was a great approach to reach listeners that are already using Spotify. We also set up Instagram story ads, feed ads, and explore ads, to cover majority of the Instagram platform. Lastly, we utilised Facebook for some additional advertising channels to reach the audience that isn’t on Instagram, as well as for the promotion of the official launch event, which was occurring two weeks following the album launch.
All of the ads were strategically targeted to a highly defined audience, as well as placed and budgeted accordingly to reach the ideal target audience.
See below for a preview of the Spotify Audio Ad:
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