The Challenge:
The objective of this project was to establish a strong retention strategy, ultimately delivering a positive return on investment (ROI) on the streaming volume generated by the playlist's marketing activation.
The Solution:
We implemented a multi-objective strategy divided into three key phases:
- Qualification: An initial awareness phase to qualify the target audience and generate leads.
- Optimization: Multi-content campaigns utilizing A/B/C testing to identify the highest-performing creative assets.
- Conversion: Deployment of high-performing conversion campaigns over extended periods to maximize growth.
Key Results & Metrics:
The strategy led to exponential growth across the artist’s ecosystem:
- Playlist Growth: Followers jumped from 687 to 27,100.
- Reach: Over 2 million unique accounts reached with an ultra-competitive CPM of <€0.40.
- Virality: 4,488 direct shares fueled organic growth.
- Social Media: A +30% increase in Instagram followers during the campaign period.
- Engagement: Maintained an average engagement rate of +3% (53k likes, 4.4k shares).
ROAS Analysis & Profitability:
By using our stream retention and attribution model, we were able to isolate the economic performance of the streams. In the Indonesian market, revenues average approximately $800 per 1 million streams.
With nearly 2 million streams generated, resulting in a 156% ROAS. These results demonstrate that a well-targeted playlist campaign can serve as a powerful lever for both visibility and net profitability.
