case Study
Jo Hill - Honeymoon
8 Week Single Release Campaign
About Jo Hill
Jo approached us as an independent, unsigned artist with a healthy Instagram following of 2,701 and an already active social media presence.
She had submitted demos to various independent and major labels and had been debating whether to hold off from releasing her debut single in the hope that something there would progress. However, she decided to bite the bullet and Honeymoon was released on 01 April 2022.
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our Strategy
Jo’s challenge for us was to use our social marketing expertise to support her efforts promoting her own music, by running a pre and post-release campaign for her debut single, HONEYMOON.
Our eight week campaign for Jo 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. This influx in organic activity ahead of HONEYMOON’s release meant a buzz was created ahead of time, giving the Paid-Ads component of our campaign an immediate head start.
Our paid strategy entailed running two ads for Jo across Meta Ads (Facebook, Instagram, Messenger) and two ads on TikTok - one pre-release and the second post-release for each - analysing the success of each ad campaign in real-time and adjusting our approach accordingly.
Results
⭐ Over 150,000 Spotify streams in the first month and 175,000 by Week 6
⭐ Viral Tik Tok video with over 190,000 views
⭐ Increased Instagram following by 18.5% from 2.7K to over 3.2K
⭐ Tik Tok following increased by 274% from 270 to 1011
⭐ Our targeted ads reached over 550,000 people with over 2000 Unique Link Clicks directly leading to Pre Saves and Spotify Streams over the course of the campaign
“Laid Bare has been transformative in helping with the release of my debut single. I was really worried about my first release and Laid Bare helped the song reach its full potential through offering their digital marketing skills, artistry strategy advice and just providing general moral support” - Jo Hill
EDITORIAL PLAYLISTS
Following HONEYMOON’s release, thanks to our combination of organic and paid social marketing activity, we succeeded in hitting crucial milestones which triggered Spotify’s interest.
As a result, Jo’s track was added to prominent editorial playlists Indie Pop, Fresh Finds, Fresh Finds Indie, and Indie Arrivals. HONEYMOON performed incredibly well on each of these playlists resulting in a snowball effect resulting in its addition to even more editorial playlists.
Thanks to these playlist additions, streams skyrocketed.
TIK TOK ADS
We also supported the release with Tik Tok Ads that were used to push specific videos and, again, we had much success. The first two ranged between 30-40k views, which laid the foundations for later in the campaign where we saw a later video go ‘viral’ with our bespoke ad strategy. Jo saw a surge in Spotify streams shortly after the viral video.
“My release has now been added to numerous editorial playlists and I am starting to build a small fan base out of this which is exciting. I really believe that Laid Bare has played a huge part in my Debut Single’s success and I would advise any independent artist to become part of the Laid Bare Family. I believe that their holistic, artist-centred approach to releasing music is what makes them extremely unique” - Jo Hill