Music Video Promo: Case Study
Here is a great example of how Daredevil Production created momentum for a compelling artist with a competitive video that continues to this day, beyond the completion of the paid traffic campaign.
This promo campaign ran for about 3 weeks and was solely targeted “on-platform” (only Facebook and Instagram video surfaces) in order to reach the most people for the ad spend because the promo budget was low ($1,000).
The on-platform results for Lala’s campaign are below and pretty compelling.
What’s more interesting is the off-platform traffic the campaign created:
- Lala’s YouTube subscribers exploded by a factor of 10, jumping from 230 to over 2,900 within a few months of the completion of the digital campaign (back in the summer of 2020).
- At one point the YouTube video was gaining over 2,000 views per week for months.
- Spotify streams are at 16,500+
- The on-platform campaign exposed people to the video, then they consumed it on their preferred distribution sites (YouTube, Spotify, Amazon, etc.)
- The YouTube video continues to generate traffic. (with no new content)
- Her YouTube subscribers continue to grow. (with no new content)
- Spotify streams continue to increase.
- All this for $1,000 worth of ad spend.
Every dollar you spend on digital marketing
comes with an ROI in the form of data.
- $1,053.13 – spent on ad buys
- 2,394,329 -video plays
- Cost = .000439 cents per video play
- Viewed across 4 surfaces
- Facebook Feeds
- Facebook Stories
- Instagram Feeds
- Instagram Stories
- 17,003 – people have watched 95%-99% of the video
- These are not just consumption numbers
- These are 17,003 different Facebook accounts owned by actual people
- We can retarget these EXACT accounts with the next piece of content, ensuring that the people who really loved the first video see the next one!
- Cost = .061 cents per 95%-99% view on the Facebook/Instagram video surfaces (Not counting YouTube video views and Streams)
- 2,520 – Post Reactions
- 167 – Post Saves
- 577 – Post Shares (free advertising/exposure)
- 5,612 – Link Clicks through to the artist’s website
…and we can specifically retarget every one of these accounts to build momentum.
$5,000 Budget Projections – Facebook/Instagram Surfaces:
- 11,389,521 – video plays
- 81,967 – 95% video views
$50,000 Budget Projections – Facebook/Instagram Surfaces:
- 113,895,216 – video plays
- 819,672 – 95% video views