OBJECTIVE: 

Our goal was to drive listeners to Spotify for Meg Donnelly’s new song "title" using a multi-platform ads strategy across Instagram, TikTok, and Spotify.

STRATEGY: 

• Each platform has a unique user base and different strengths, allowing us to reach a broader audience and engage fans through various channels. By focusing on cities where Meg Donnelly's music already has a strong presence, we aimed to increase the likelihood of engagement and streaming.

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• Utilized her  visually engaging content and reels to drive traffic to Spotify in a conversion campaign using a pixeled landing page.

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• Leveraged TikTok's virality and music-friendly environment to promote the song, aiming for high engagement and click-through rates.

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• Used  both audio and video ads to engage users directly on Spotify, focusing on the USA but also running marquee ads in other top streaming locations.

RESULTS: 

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​Streams: 119,769

Listeners: 25,252

Stream to Listener Ratio: 4.184

Playlist Adds: 6,894

Saves: 6,167

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Key takeaways:​

Effective Reach: The campaign effectively drove traffic to Spotify, with TikTok showing the highest engagement.​

 

Strong Engagement: The song had a good stream-to-listener ratio, indicating that listeners engaged with the song multiple times.

 

High CTR: Spotify video ads had a particularly strong click-through rate, highlighting their effectiveness in engaging the target audience.

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The campaign achieved its goal of driving song streams on Spotify. TikTok generated the most clicks at a competitive cost. Spotify Ads effectively reached the target audience in the USA, with video ads showing a stronger click-through rate.

The song achieved a good stream-to-listener ratio, indicating listener engagement.