STRATEGY

We promoted the video to the band's current fanbase, while at the same time using brand awareness to build a new fanbase in different markets.

MEDIA PLANNING

We created a 30-second promo video to run for about two weeks before the video premiere. Using about a third of the ad budget, we create two ad sets: one focusing on current fans, another on new fans. We set up Facebook Pixel on their website, and with the data, we created different audiences (website visitors, people who purchased merch, Facebook fans, newsletter email lists, etc.). We then created lookalike audiences that would target a new fanbase ad set.