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Hoping to bring new listeners from the 18-25 year old demographic to their playlist of signed acts, Universal approached us and asked for a solution that would raise awareness and ultimately generate more streams.
Highlighting Snapchat as a viable platform on which to connect with the target demographic, we developed a sandwich ad campaign that relied on influencer involvement to promote the playlist in a way that seemed fitting and comfortable for the audience. An invitation to swipe up at the end of each Snapchat story led users to a landing page where they could stream the playlist on Apple Music.
The campaign succeeded in its goal, achieving almost 5,000 swipe-ups and boasting a 4.4% click through rate, besting other advertisement techniques used on similar campaigns.