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 key objective was to drive album sales from iTunes, optimising to the best performing market.

We chose Facebook link page posts to promote the album release, leveraging his 3.4 million fans. We tested images and video.

We targeted not only page fans but classical musical enthusiasts and consumers with a similar artist affinity. Leveraging social listening we were also able to utilise sentiment topics for more granular targeting.

Before we launch any global campaign, it’s important we monitor engagement by geo to indicate how to allocate budgets.

The campaign ran over a 2 week period where not only did we exceed our impression target, but as added value we drove a high volume of Video Views, Page Likes, Shares, Comments and Post Likes.

Across our top performing posts, 33% of those targeted went on to engage with the post.

The US (generally one of our most expensive markets) delivered the best CTR and CPC after Brazil and Mexico.

Desktop vs. Mobile across each geo yielded very different results highlighting the importance of optimising by device.

 

US Results

Cost Per Website Click across Mobile was 88% lower.

The Cost Per Engagement remained fairly consistent across Mobile and Desktop, but Desktop drove a higher number of Shares

DE Results

Desktop News Feed was the most effective way to drive Website Clicks for Germany and Desktop overall was 45% cheaper than Mobile.

Overall Results

Exceeded impression target by 193%

Cost per completed video view of £0.03

Engagement rate of 33% in best performing geos

Average website click through rate of 3%

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