CASE STUDY & TESTIMONIAL: Album Release Campaign Using Data-Driven Targeted Advertising
Project Overview: To grow Teresa Suydam's fanbase and drive listeners to streaming platforms for her new album Lost Bird, a targeted advertising campaign was executed across Music Tomorrow and Instagram.
Key Points:
Multi-Phase A/B Testing for Audience Optimization: The campaign employed a two-phase A/B testing approach to identify and refine the ideal target audience:
Phase 1: Maximizing Impressions: An initial campaign focused on maximizing impressions to generate a pool of engaged users. This data was then used to create a Lookalike audience for subsequent testing and the final campaign.
Phase 2: Refining Targeting: Two distinct audience segments were tested:
Music Tomorrow/Brand Theme Audience: Combining Music Tomorrow's algorithmic analysis of Teresa’s Spotify profile with brand-specific interests to target users highly likely to resonate with their music.
Engaged Lookalike Audience: Targeting users with similar characteristics to those who had engaged with Teresa's Instagram content during the impression-focused campaign.
Data-Driven Audience Targeting: A/B testing revealed that the Music Tomorrow/Brand Theme audience demonstrated a higher click-through rate (4.26% vs. 4.98% for the Lookalike audience), indicating a stronger interest in Teresa's music. However, due to the smaller size of this audience and potential budget allocation issues, the final campaign ensured both segments received equal budget to maximize reach and engagement. This resulted in 735 clicks for the Music Tomorrow/Brand Theme audience and 715 clicks for the Engaged Lookalike audience, demonstrating the effectiveness of reaching both highly targeted and broader engaged audiences.
Instagram Reels Ads: A variety of engaging Reels, both existing and newly created, were used to capture attention and convey the emotional themes of Lost Bird. These ads were optimized based on performance, ensuring the most effective content reached the target audience. The Reels content strategy focused on:
Emotional resonance: Highlighting the key emotions and themes present in the album.
Brand consistency: Aligning the visuals and messaging with Teresa Suydam's overall artist brand, incorporating elements such as:
Video game and anime influences: Presenting Teresa as a hero in a "hero's journey" narrative, drawing inspiration from video game and anime storytelling.
Mental wellness and healing: Emphasizing themes of mental health and personal growth, resonating with audiences interested in self-improvement and well-being.
Indigenous representation: Showcasing Teresa's indigenous identity and heritage, promoting representation and connecting with audiences interested in diverse voices and cultural narratives.
Performance optimization: Continuously monitoring and adjusting the Reels content based on audience engagement and ad performance.
Results: The targeted advertising campaign successfully expanded Teresa Suydam's fanbase and drove significant engagement with her music on Spotify. Key results include:
Instagram Growth: Gained 208 followers from the start of the first A/B test to eight days after the final campaign ended.
Spotify Growth:
Overall: Increased monthly listeners from 1,265 to a peak of 3,147, with a total of 5,942 listeners, 2,002 saves, and 938 playlist adds during the campaign period.
Final Campaign Period: Achieved a 29% increase in average streams per listener, a 152.4% increase in saves, and a 48.8% increase in playlist adds compared to the prior period. Gained 57 followers during the final campaign period, an 11.2% increase from the period before.
Instagram Engagement: Generated 3,172 overall interactions (likes, comments, shares) with the Reels ads, demonstrating high levels of audience engagement with the campaign content.
Client Testimonial:
“Working with Kelsy and Kelzana Artist Management has been such an enlightening experience. She helped me really hone in on my target audience in a way that felt true to me, connecting my personal interests with the people I want to reach.
We met as often as felt right, and I could always reach out knowing she’d respond thoughtfully. I felt heard and valued, both as an artist and as a person. Kelsy truly believes in me and my work, and that support has meant everything.
She even went above and beyond to help make my website more user-friendly, which was such a game-changer. Finding people who genuinely connect with your music is so important, and I truly believe Kelzana helped me take a big step forward in my career.
I’m so grateful for Kelsy’s support!”
— Teresa Suydam