By May 19, album sales suddenly increased by 12% but ‘Let Her Go’ track sales stayed steady. Track and album sales were steady in the weeks between May 5 and May 17. Our TrueView campaign achieved over 15% click-through rate with 22.5k impressions and 3.5k views, while keeping the average cost at lower than 5 cents per view. Between May and June ’13, we yielded over 3.5 million impressions, 1.2k clicks from the Facebook campaign alone with a CPC lower than $.49 cents for geo-targeted ads. The plan featured a 15-market Facebook promoted event campaign and a 5-market YouTube TrueView campaign to assist with the tour publicity and sales.
In May 2013, Nettwerk and DASH TWO collaborated on a grand Facebook advertising plan to support Passenger’s Tour. It played a decisive role in how the American audience started relating to the song from radio playlists, YouTube videos, YouTube TrueView ads, streaming playlists (Spotify/Pandora), and other mediums. This worked in favor of our TrueView ads – since it is extremely important to capture the audience in the first 5 seconds of TrueView video ads before they could make the decision to skip the ads. The Stickiness Factor: the first 5 seconds of “Let Her Go” made up a very catchy and unique tune which allowed the targeted audience to recognize the song almost instantly. We ended up with over 500,000 clicks on our FB ads. From June 9 to June 16, sale records averaged between 74.īetween July and September, DASH TWO worked with Nettwerk to run Facebook Promoted Ads campaigns in specific geo-targeted radio markets, in an effort to build public awareness on Facebook, increase Passenger’s fan base, allow people to share official music videos easily, as well as to grow the YouTube view count via promoted video posts. On June 2, ‘Let Her Go’ track sales bumped from 3600 per week up to 4400. On March 8, ‘Let Her Go’ Spotify streams jumped from an average of 2k streams per day up to 25k and remained at that level until July 30 when they took another jump up to 35k.
PASSENGER LET HER GO MUSIC VIDEO FREE
This banner was kept up much longer than our campaigns and received over 90 million free impressions.
Additionally, we made an effort to place a strategic call-to-action banner on the video itself to lead people to iTunes (free to the YT channel owner). The other campaign (April to May) yielded more than 50,000 impressions and 7,500 acquired YT views with an impressive over the roof view-through rate of 16.59%, unheard of for a relatively new musician, and a recorded low cost of less than 5 cents per view. One campaign (April to June) yielded more than 350,000 impressions with 35,000 acquired YouTube views at a very low cost per click (less than 8 cents per view). This was supported by multiple short-flight geo-targeted TrueView campaigns in the next few months.īetween April and June 2013, DASH TWO worked with Nettwerk to run two strategic multi-markets YouTube TrueView campaigns, targeting main radio markets in the U.S. In 2013, ‘Let Her Go’ started taking off on its own and was frequently featured on various radio stations throughout major markets in North America. Main Strategies: Radio Frequency + Supporting Ad Campaigns (2013) ‘Let Her Go’ went on to receive 4x Platinum in the U.S., 6X Platinum in Canada, 7x Platinum in Australia, 3X Platinum in Ireland, and 2X Platinum in the United Kingdom.ġ. The primary focus was to increase views on Passenger’s YouTube videos and to capitalize on the attention ‘Let Her Go’ received in selected radio markets.Īt the end of 2013, ‘Let Her Go’ had 235 Million Spotify Plays (the single’s release date was 7/24/12), compared to rival top hits that actually have less Spotify play times. In order to support this momentum, Nettwerk and DASH TWO collaborated to set up advertising plans for North American & European markets. Within the short summer of 2012, the single ‘Let Her Go’ started getting noticed by the public, as Passenger was the opening act of almost all of Ed Sheeran’s tours in North America, Paris, Ireland, Australia, and New Zealand.
Passenger, however, pulled it off almost smoothly and convincingly in 2012, mainly thanks to his major presence in Ed Sheeran’s North American Tour and the release of “All The Little Lights” by Nettwerk Music Group in the same region. From Australia to North America. Rarely do we witness a successful infiltrating attempt by foreign artists trying to make it in the United States, with a few exception of Jusint Bieber and the likes.
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