case Study
CHARLOTTE CLARKE - i prefer karma
8 Week Single Release Campaign & content creation
About charlotte
Charlotte came to us with 2,200 Instagram followers & under 1000 monthly listeners having released eight singles. She had 4000 Spotify followers and was averaging 1000 streams a day across her catalogue.
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Our Strategy
Charlotte’s challenge for us was to use our social marketing expertise to support her efforts in promoting her new music, by running a Ultimate social marketing campaign with no additional playlist support for her single, I Prefer Karma. The goal was to achieve steady Spotify follower growth and monthly listeners and to ensure all upcoming singles were pushed out to a new and engaged audience.
Our 8 week campaign for Charlotte involved a highly bespoke Organic & Paid-Ad social strategy. Our advice included encouraging an increase in activity across Instagram and TikTok, through sharing imaginative and creative content ideas in keeping with ever-changing trends across both platforms. The increased organic activity ahead of I Prefer Karma’s release meant she was building momentum ahead of the release, giving the Paid-Ads component of our campaign an immediate head start.
Our paid strategy was centred around running three Ads using different sections of the song and three different visuals across Meta Ads (Facebook, Instagram), analysing the success of each Ad in real-time and adjusting our approach accordingly. Once we had determined the best performing section and visual of the song, we were able to target these Ads towards top tier countries only (which pay out a much higher royalty rate) confident that the cost would remain low due to only using the most successful Ads.
Results
⭐ 600,000 streams
⭐ Streams increased further over the following 10 weeks (+2k per day), even though the campaign had ended
⭐ 18k saves, 19k Playlist adds, average 5.8 streams/listener
⭐ Monthly listeners 5,881
⭐ Spotify followers increased from 4,035 to 7398
⭐ Our targeted Ads reached over ? people with over ? Unique Link Conversions directly leading to Spotify Streams over the course of the campaign
“Working with Laid Bare has been amazing! The team understood my vision straight away and helped bring my ideas to life. They're passionate, hardworking and career-elevating. You're in safe hands with these guys!”
- Charlotte Clarke
Large and consistent Spotify follower increase once the campaign began
Graph showing the increase in daily streams
Content Creation
We also supported the release with bespoke content we filmed and edited that was used not only for the ads but for organic content. This took the pressure off Charlotte having to think about keeping consistent with posting as it was all done and ready to go pre-release. Having professional looking content that helps to converts listeners is also essential to a high performing campaign.
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