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:
Campaign Results
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.
Ibilion 
This is very impressive it’s very useful for anyone not known yet
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