Brave the Sea, a Celtic pop-punk band, found themselves in a unique position. Despite having a dedicated fan base, they sought to expand their reach and engage with a broader audience. The band had recently released a new track, paired with a parody music video of “Lord of the Rings”. When this was brought to our attention, it was easy to develop a plan to promote the track while heavily leveraging not only the music, but also the visuals the band was bringing to the table.
Challenge:
The primary challenge was identifying a target audience that would resonate with the Celtic pop-punk genre. To bridge the gap, we also decided to introduce a second potential targeting fan base: fans of LotR. Striking a balance between music enthusiasts and fans of the fantasy franchise posed a distinct challenge. Additionally, the band’s existing popularity meant that any advertising strategy needed to focus on specific tracks rather than general brand awareness to help us see specific growth.
Strategy:
The marketing team devised a strategy that leveraged precision targeting and algorithmic triggers to maximize impact. We identified two primary target segments: fans of similar artists in the Celtic pop-punk genre and devoted Lord of the Rings enthusiasts. By doing so, we aimed to create a sense of familiarity and tap into the existing passion of these groups.
Execution:
Precision Targeting:
Ads were strategically placed on Facebook and Instagram, in particular Facebook feeds and IG stories, to reach both music fans and movie fans who may not always spend time on the exact same platforms, or browsing the same placements as the other.
Algorithmic Triggers:
Our spot on targeting of fans of LotR drove costs down and tapped into the right audiences so much so that, via positive Spotify growth, we were able to trigger algorithms on the focus track for the first time, significantly, in a year.Engagement Metrics: The team closely monitored the impact on the band’s online presence, tracking follower growth, stream counts, and overall listener engagement. By focusing on specific tracks rather than the entire catalog, they could directly measure the effectiveness of the campaign.
Engagement Metrics:
The team closely monitored the impact on the band’s online presence, tracking follower growth, stream counts, and overall listener engagement. By focusing on specific tracks rather than the entire catalog, they could directly measure the effectiveness of the campaign.
Results
Follower Increase:
Spotify followers increased by a staggering 422%, indicating a significant rise in brand awareness and fan engagement.
Stream Boost:
The targeted ads not only drove streams for the promoted track but also had a positive spillover effect. Older tracks in the band’s catalog experienced a notable increase in streams, ranging from 20% to 30%.
Rising Tide Effect:
Overall, the band witnessed a 30% increase in listenership and an impressive 38% growth in streams across their monthly numbers. The success of the campaign demonstrated that a rising tide lifts all boats. Off the album, this track is still the most streamed one.
Conclusion:
This exemplifies the power of strategic marketing that capitalizes on creative targeting – we did not limit ourselves only to similar artists but leveraged the video content we had to seek out other targeting ideas . By capitalizing on the familiarity of Lord of the Rings, the band not only saw a tremendous increase in immediate engagement but also a lasting impact on their entire body of work. The campaign’s success showcases the potential for unconventional marketing strategies to propel niche genres into mainstream popularity.