Warner Music

Campaign Brief

The objective of the Warner Music campaign was to create awareness and drive Spotify streams for the song "The Joker And The Queen" by Ed Sheeran featuring Taylor Swift. In line with the song release, the KOLs were required to curate content that touched base on emotional cues - in line with the nature of the song. The target audience would be those who are interested in music, entertainment and fans of the "alternative indie" music genre.

Our Strategies

Keyword Targeting Utilize keyword targeting to reach users who are actively searching for terms related to music, entertainment, and the "alternative indie" genre. Bid on relevant keywords such as "new indie music," "Ed Sheeran Taylor Swift," and "The Joker And The Queen Spotify."

Audience Targeting Segment the target audience based on interests in music, entertainment, and similar artists. Use Google's affinity and in-market audience targeting options to reach users who are likely to be interested in the song. Additionally, create custom audiences based on Spotify user data or similar platforms to target users who are more likely to stream the song.

Ad Copy and Messaging Craft compelling ad copy that resonates with the emotional cues of the song. Highlight the unique qualities of "The Joker And The Queen" and its appeal to fans of the alternative indie music genre. Use language that evokes emotions and encourages users to listen on Spotify. For example, "Experience the soulful melodies of Ed Sheeran and Taylor Swift's latest collaboration. Listen now on Spotify!"

Ad Extensions Incorporate ad extensions such as sitelink extensions to direct users to specific Spotify playlists featuring the song or to the official music video on YouTube. Use callout extensions to highlight key selling points of the song, such as "Chart-topping collaboration" or "Emotional storytelling."

Performance Analysis

Reach

Clicks

Impressions

CTR

Average CPC

Link Clicks

571,457

222

2,011

11.04%

RM 1.82

3,651

Downloads

157%