case Study
THE GROVE
four 8 Week Single Releases, content creation & headline shows
About the grove
The Grove came to us as a 7 piece band with 2,145 Instagram followers & under 800 monthly listeners having released just released their first ever EP. They had 609 Spotify followers and was averaging 32 streams a day across their catalogue.
After hearing them live we knew there was something special about their sound and with the right marketing strategy they’d begin to see real growth.
“…”
- The Grove
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Our Strategy
The Grove’s challenge for us was to use our social marketing expertise to support their efforts in promoting her new music, by running a digital ads campaign for each single. Each building momentum on the last. 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.
Each of our 8 week campaigns for The Grove 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 and meant they were building momentum ahead of the first 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 each song, we were able to target these Ads towards Spotify’s Tier A 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 (and counting!)
⭐ Streams continued to increase further over the following 10 weeks (2000+ per day), despite the campaign ending
⭐ 18k saves, 19k Playlist adds, average 5.8 streams/listener
⭐ Spotify followers increased from 4,035 to 7,398
⭐ 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.
Headline show strategy
the grove
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