Launching Universal Music Andrea Bocelli's new album at scale across key markets.
The key objective was to drive album sales online, optimising to the best performing market.
We chose META to promote the album release, leveraging his 6 million fans, along with classical musical enthusiasts and similar artist affinities. Leveraging social listening we were also able to utilise sentiment topics for more granular targeting which identified opera venues and prominent opera productions.
Across Universal Music our strategy across our global campaigns was to monitor engagement by geo then allocate budgets accordingly.
Across our top performing ads, we saw engagement rates of 33%, with the US delivering the highest CTR. Our lowest CPCs were across the UK market.
Andrea Bocelli's album Sì achieved significant chart success, marking his first ever No. 1 album on the Billboard 200 in the US. It also topped the UK Albums Chart, making it the first classical album to reach the top in the UK in almost 21 years.
Universal Music were looking to promote the latest album from Andrea Bocelli across his most lucrative markets: Australia, Brazil, Canada, Germany, Japan, Mexico, Russia, Switzerland, UK & US.
The Results -
Exceeded impression target by 193%
Cost per completed video view of £0.03
Engagement rates as high as 33%
See more work here