100,000+ Streams on New Singles for Metalcore Band in FOUR Months
CLIENT:
OVERVIEW:
Having had some success with previous releases, What Lies Below reached out to Standout Agency to help optimize their release strategy for new singles in 2023 leading up to the release of their latest EP. In addition to reviewing the band’s release timeline (something we do for FREE for all clients), we also implemented marketing campaigns focused on growing the band’s presence on Spotify.
DIFFICULTIES:
Though WLB exists within the genre realm our team is most familiar with (rock, metal, metalcore), that also presented a unique challenge. Existing within a very saturated space meant that our team had to really focus on finding the exact audience and creatives that would lead to results.
OUR PROCESS:
Audience Research: Though already very experienced in marketing bands in the genre, our team took time to read through comments across social media to see what comparisons fans and listeners were making organically. Having an idea of what a listener thinks gave us better insight on how to better-target new listeners moving forward in the campaign. We also spent time organizing the band’s current followers into custom audiences for retargeting.
Asset Creation: Luckily WLB has beautiful, very well-shot music videos that we were able to repurpose for this campaign. We took their video, chopped it up into multiple different ads, and presented it in a fashion we know will lead to conversions.
Campaign Launch - Audience Testing: Taking the research we did in Step 1, we ran several campaigns to test audiences we had built from previous campaigns against audiences we created from scratch based on our research. Once we found the winning audience, we then moved on to narrow down the creative.
Campaign Launch - Creative Testing: Using an aggressive ad spend for this step, we sent over 8 different ad creatives to the winning audience and within a week’s time knew which ad converted the best.
Campaign Optimization - Scaling: With our audience and ad creative optimized, we scaled up the ad spend and have seen an average of $0.18 conversions - to TIER 1 COUNTRIES - over the duration of the campaign…. which is outstanding.
RESULTS:
Though not all campaigns move as quickly as this one has, over a four month span we have been able to fine-tune the audience and ad creative to arrive at conversions under $0.20 - beating the industry average by quite a large margin. With lower conversions we were able to scale up the ad spend to maximize the results, which has led to spectacular growth for WLB on Spotify. In addition to the growth metrics below, each of the two new singles we have marketed were pulled into Spotify’s algorithmic Release Radar, Discover Weekly, and Radio playlists.
Over a 4 month span:
Listeners up 25%
Streams up 17%
Followers up 1,448
We’ve also seen over 100,000 total streams for WLB’s leading singles, and over 150,000 for the entire EP which released in October 2023 (writing this in December 2023).
READY TO GET STARTED ON YOUR CAMPAIGN?
Send us an email and let’s get to work!
