Worth It - Elijah Connor
Case Study
Background
Elijah Connor, a rising star in the music industry, is renowned for his unique sound that blends elements of R&B, hip-hop, and soul. Known for his captivating performances and engaging personality, Elijah has amassed a strong following on social media, including over 1 million followers on Instagram. His latest single, “Worth It,” showcases his talent and resonates with audiences across various streaming platforms. With previous hits already under his belt, Elijah sought to propel “Worth It” to new heights by increasing visibility, streams, and engagement on Spotify, aiming to reach a wider, global audience.
Case overview
Our objective was to leverage Spotify’s platform to maximize reach and engagement for “Worth It.” Elijah’s team approached us with the goal of achieving significant growth in both streams and followers over a 30-day campaign, with a strong focus on reaching new listeners. We developed a tailored Spotify ads campaign to boost visibility and targeted ads to key demographics and regions. The campaign included a mix of Spotify audio ads, video ads, and in-app placements.
The Brief
Elijah Connor’s team set clear goals for the campaign:
- Drive 100,000+ streams on Spotify for “Worth It” within 30 days.
- Increase monthly listeners on Spotify by targeting relevant audiences and listeners with high engagement potential.
- Expand Elijah’s fanbase on streaming platforms and encourage listeners to follow him for future releases.
- Bolster Elijah’s presence across DSPs to support his growth on Apple Music, YouTube, and other platforms.
Our Approach
Our strategy included a multifaceted approach to drive optimal results within the campaign’s timeframe:
Audience Targeting: We identified target listeners based on demographics, listening habits, and genre preferences. We focused on R&B, hip-hop, and pop listeners across the U.S., Canada, and parts of Europe where similar artists have strong fan bases.
Spotify Audio Ads: Short audio ads promoting “Worth It” were crafted to play between songs, targeting relevant playlists and audiences with a call-to-action encouraging listeners to check out Elijah’s track.
Video Ads and Story Ads: High-quality video ads highlighting the song’s hook and Elijah’s signature style were created. These ads were displayed in Spotify’s video story format to visually engage listeners and create a memorable impression.
In-App Placements: We leveraged in-app placements on curated Spotify playlists that matched Elijah’s sound and appeal. This helped the track gain traction among active music seekers and genre enthusiasts.
Cross-Promotion on Social Media: By utilizing Elijah’s significant Instagram following, we ran social media ads to redirect fans and followers to Spotify. Elijah also engaged with fans directly, sharing listener reactions and playlist placements.
The Results
The campaign exceeded initial targets and produced exceptional results:
100,000+ Streams from Spotify Ads: Within the 30-day campaign, Spotify ads alone drove over 100,000 streams for “Worth It,” meeting the campaign’s goal.
Over 300,000 Total Streams on Spotify: Building on campaign momentum, “Worth It” hit 300,000 total streams, proving the campaign’s lasting impact.
40,000+ Monthly Listeners: Elijah’s monthly listener count surged to over 40,000, boosting his visibility and establishing a sustainable listener base for future releases.
Over 1 Million Streams Across DSPs: Across all digital streaming platforms, “Worth It” reached an impressive milestone of 1 million cumulative streams, showcasing its appeal across a wide range of listeners and streaming environments.
Increased Fan Engagement: Elijah’s Instagram fanbase actively engaged with his Spotify journey, and the campaign successfully converted social followers into Spotify listeners, furthering his digital presence.