In May 2020, during the height of the COVID-19 lockdown in South Africa, rapper Typhus approached Ibilion to create an advertising campaign for his latest track entitled “Song4Mom”.
Strategy and Assets
Firstly, a detailed smart link was created including major retail stores and Typhus’ social media links:
We also produced a basic social media video to promote the track organically:
The track was sent to over 130 radio stations, mostly South African but several internationally. Here is the emailer that was used:
A press release was also drafted and delivered to over 20 entertainment and media publications:
A social media advert campaign was developed for Google, Facebook and Twitter:
The results of the online advertising campaign were immense. Google was insane with 15000 clicks, Twitter had 800 clicks and Facebook 1900 clicks:
Demographics reached, easily found in Facebook, revealed the biggest audience were women between ages 13-17 and 35-44, probably because of the subject matter of the song:
The smart link also revealed some interesting results, receiving over 3200 clicks during the campaign period (an 18% conversion rate from advertising) with 70% South African and 7% USA referring primarily from Facebook and Android users:
Typhus was thrilled with the results, which fuelled further social media followers in general as well as driving Spotify and Apple Music song plays.