EP Release Marketing Case Study

Hi there, I would like to share a case study of an EP release marketing campaign for VASU's second EP - Parwaaz. The main marketing campaign goal was to drive higher streams for the EP on Spotify (Majorly) and increase brand awareness, engagement, and followers on Artist's Instagram.

GOALS -

• Drive higher stream numbers for the EP majorly focusing on Spotify using Facebook Ad networks.
• Increase Artist discovery and engagement rates on the Spotify platform.
• Additional DSPs-oriented goal - Gain followers on Spotify, Youtube, and other DPSs.
• Increase the Artist's discovery on Instagram and gain more followers.

CHALLENGES -

• No Previous Audience Data to work with - Since this was VASU's second-ever release and she only had 11 Monthly listeners on Spotify and no followers on Spotify. This basically presented us with the problem of no remarketing data to work with.
• Building a strong foundation for sustainable future growth of the Artist - In the absence of any substantial follower base on any of the DSPs or Social Media channels it was very important to give the campaign a direction which not only helps in the discovery of the Artist brand during the campaign but also when the campaign ended with the help of algorithmic discovery.

CAMPAIGN OVERVIEW -

• Pre Release Strategy - 10 days prior to the release we took the approach of consistent posting on Instagram and Facebook (Reels and short form videos) for organic content discovery and testing ad campaigns to drive engagement and test out cold audiences to be used post release.
• Post Release Strategy - The post release strategy was to run ad campaigns with the goal of driving streams and achieve greater brand awareness and engagement on Instagram and Facebook. I used the method of campaign budget optimisation to test out 6 different video creatives with contextual marketing CTAs with manual placements (Audience network, Facebook right column, In Article and Search placements were excluded) in place to drive streams and traffic to a landing page with Facebook pixel in place to track conversions and create remarketing data and lookalike audiences.
• To achieve greater engagement rates and get more brand awareness and followers on Instagram I experimented with post engagement campaigns and visit profile campaigns, meanwhile a consistent content posting strategy was in place to get more organic discovery.

TOOLS / PRODUCTS USED -

1. Facebook Ad Manager.
2. Canva
3. Chartmetric
4. Foundee
5. Facebook Lookalike audiences.

RESULTS -

• Within the first 30 days of the release the Spotify monthly listener grew from 11 to 6000.
• The EP stands at 32K streams in total.
• 205 Playlist placements including Spotify's algorithmic playlist like release radar, discover weekly, Artist radio.
• 2 songs from the EP managed to land Discover weekly within the first 20 days of the release
•  Gained over 250 followers on Spotify.
• The song was also discovered through Instagram ads by 2 major Indian brands and was offered placements on their brand page with substantial following.
• Instagram follower growth +60%