CASE STUDY
Concord Music Group
1.8X
Increase in sales
2X
Increase in Website Traffic
30MM
Ad mpressions
Client
Concord Music Group
Vertical
Entertainment
Services
Programmatic Display, Social
Objective
Concord Music Group, a premier independent music company headquartered in Beverly Hills and Nashville, partnered with AUDIENCEX to develop a strategic campaign aimed at boosting album sales for Pokey LaFarge’s latest release, Something in the Water. The primary objective was to increase awareness among target audiences and drive measurable sales growth.
Strategy
To maximize the album’s visibility and appeal, AUDIENCEX executed a multi-channel campaign featuring high-impact display ads across mobile, desktop, and Facebook. The campaign targeted:
- Existing Concord Music Group customers who had previously purchased albums.
- Prospective customers aged 18–30 with a demonstrated interest in similar artists or genres.
This data-driven approach ensured the messaging reached audiences with a high likelihood of engaging and purchasing the album.
Tactics
- Audience Segmentation: Leveraged first-party data to retarget previous Concord Music Group customers and third-party data to identify new audiences with overlapping music preferences.
- Cross-Device Strategy: Implemented display ads across mobile and desktop devices to reach users wherever they engaged online.
- Social Media Activation: Deployed targeted Facebook ads to build awareness and spark interest among younger, music-loving audiences.
- Dynamic Creative Optimization (DCO): Tested and optimized ad creatives in real-time to maximize engagement and conversion rates.
- Performance Monitoring: Continuously tracked campaign metrics, refining the strategy to ensure peak performance throughout the flight.
Results
The campaign delivered exceptional results, achieving:
- 30 million impressions, significantly boosting album visibility.
- A 200% increase in website traffic, driving greater audience engagement.
- A 1.8x increase in album sales, surpassing expectations and cementing the campaign’s success.
By combining precise targeting with innovative creative execution, AUDIENCEX helped Concord Music Group amplify awareness for Something in the Water, driving both engagement and sales while reinforcing its position as a leader in the independent music industry.