A unique Spotify activation to build awareness of the band’s new album, including introducing them to a new audience.
Note, the text below was supplied by the team behind the campaign.
Company
RCA
Team members involved
Louise Adams
Phil Birch
Chris Dashwood
Tom Greenlees
Campaign breakdown
Budget: £10k – £25k
Audience demographic: 46% female / 54% male, age 16-24, UK
Overview of campaign
We wanted to create a unique Spotify activation in order to build awareness for the release of That’s The Spirit as well as deliver a significant number of streams of all tracks of the album by introducing BMTH to an entirely new audience.
We worked directly with the band to create distorted clips of all the tracks from the album, including those that hadn’t yet been released as a single. Then, eight days before the release of new album, we released the distorted clips of new songs on Spotify.
This was supported by a homepage takeover creative unit through which fans could explore each of the distorted clips from the album and then follow the official BMTH That’s The Spirit playlist. On 11th September, the homepage unit was turned into an interactive jukebox.
This was a first-of-its kind execution within the platform and which delivered a brilliant level of engagement. Initial results were outstanding; an increase in their playlist following by 116% and the most streamed new release globally across Spotify during the week of release.
Results and key learnings
Social posts promoting the listing of each new clip:
46,500 Facebook Likes and shared by over 3,500 people, giving a total reach of 2.2m
Twitter drove over 140,000 engagements and 9,700 URL clicks from 1.3m impressions
Daily streams were up an average of 61% with over 500,000 streams per day
That’s The Spirit playlist followers grew by 116% in two weeks
Spotify followers grew by over 50,000 in 3 weeks to 645,000 followers
Homepage takeover:
HPTO was seen almost 2m times
Over 1.3m interactions
Average dwell time over five minutes
Unique page view engagement rate at 17% with 196,209 of 1,160,678 unique page views
resulting in an interaction 4.7% of these interaction views resulted in a click through to the singular CTA goal
Overall conversion rate of 0.45% – banner displays resulting in a click to the CTA.
2.6m streams in one day
Entered global Spotify album charts at #9
Album release:
It was the most streamed new released album (globally) on the week of release
In the first two weeks of release, it was streamed over 15m times on Spotify
Entered the global top 100 most streamed artists chart at #19 l Huge online press coverage
Links and extra info
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