The campaign's success was driven by an agile, data-informed Meta ads strategy. By leveraging insights from the prior month's campaign, we refined audience targeting and optimized budget allocation to achieve even greater efficiency, resulting in over 18,700 new playlist saves at a highly competitive cost-per-result.
The approach taken focused on capitalizing on proven strategies.
We immediately scaled up campaigns to high-performing audience segments while canceling poorer performing Tier 2 locations that had weaker engagement during the previous phase. An extensive retargeting layer was maintained to re-engage existing listeners, which built loyalty and lowered costs.
The iterative approach used allowed us to achieve an average £0.07 Cost Per Click and a Cost Per Playlist Save of approximately $0.15 USD. This campaign is an example of the effectiveness of a sustained, data-driven approach to music marketing, where each phase leads into and builds on the next, compounding its growth and increasing the return on investment for the label's Spotify ecosystem.
We immediately scaled up campaigns to high-performing audience segments while canceling poorer performing Tier 2 locations that had weaker engagement during the previous phase. An extensive retargeting layer was maintained to re-engage existing listeners, which built loyalty and lowered costs.
The iterative approach used allowed us to achieve an average £0.07 Cost Per Click and a Cost Per Playlist Save of approximately $0.15 USD. This campaign is an example of the effectiveness of a sustained, data-driven approach to music marketing, where each phase leads into and builds on the next, compounding its growth and increasing the return on investment for the label's Spotify ecosystem.
Generated over 18,700 playlist saves and 98K new label catalog streams in a single month. The campaign drove a 7%+ follower increase across the entire internal playlist network, reinforcing the label's dominant position on the platform.
The four-week promo campaign drove 41,292 clicks to Spotify, resulting in overall considerable growth. The "HYPE" playlist gained a 30% boost in followers, while the "PERFECT" and "OVERTHINK" playlists gained 25% each.
This shows the value of treating a label's playlist network as a core marketing asset, which can deliver consistent, scalable results and high-streaming revenues.
This shows the value of treating a label's playlist network as a core marketing asset, which can deliver consistent, scalable results and high-streaming revenues.
Other projects.
(2023-25©)
