Growing Years & Years' Account Growth With Paid Ads On TikTok

The Client

The well-established and infamous Polydor Records is home to a long list of world-famous artists, including Maggie Rogers and James Blake. In 2014, Polydor signed synth-pop group Years & Years. Since then, the band has released two albums entering the UK top ten charts on both occasions.

With the band, Polydor have strongly pushed their marketing on their album releases, ‘Communion’ and ‘Palo Santo.

The Challenge

Polydor approached Fanbytes to run an account strategy campaign to boost Years & Years' official TikTok page. The group's following stood at 40K followers when Polydor first approached Fanbytes and the label wanted to increase this as much as possible through the week-long initiative.
The influencer marketing campaign was proposed to boost Years & Years' outreach and improve their fan engagement.  

The Solution

To increase Years & Years’ TikTok following, Fanbytes devised a clear strategy involving influencer creatives and paid media to attract UK male and female users under the age of 45 to the account bringing new and old fans alike to the bands new found presence on TikTok.

Throughout the activation, Fanbytes used their in-house analytics tool, Bytesights, to generate detailed reports that allowed to optimise the campaign and provide Polydor with unique, industry insights on audience engagement. Bytesights is a holistic suite of tools and services used to optimise TikTok campaigns for brands.

The Results

The campaign ran for six days. Over the course of the campaign the follower count was grown by 13.3K followers to 53.9K. 

Fanbytes’ Bytesights tool showed us that 58.8% of newly obtained followers were female and 41.2% were male, which was in keeping with Polydor’s criteria of attracting an equal amount of male/female fans to the page.

Below are some screenshots of what the campaign looked like in action:

 

Why It Worked

By using the Bytesights tool, Polydor Records gave Years & Years the boost that their following needed. The tool created by Fanbytes, is a combination of four different winning services. The first of these looks at insights and reporting which tracks influencers, sounds and hashtags, looks at the trend analysis and the campaign’s performance. Another aspect of Bytesights is media buying, building the ad’s reach and frequency; guaranteeing followers with 24/7 ad optimisation. 

Bytesights also focuses on the content and creative parts of the campaign, using influencer marketing and content strategy to give the ad that boost. All of these aspects helps to create the audience development through channel building, optimisation and cross promotion.