VASA Heroics Album Listening Campaign

The Brief

Glasgow based instrumental rock band VASA commissioned me to help them drive fans to listen to their new reord ‘’Heroics’’ following its release in Feburary 2020 using social media advertising.

The Execution

In the first instance, I created a trackable links based landing page for VASA using spread. This allowed all the ads to have on destination as well as allowing users to land on a page which led them direct to ‘’Heroics’’ on the streaming platform of their choice. This page also acted as a brand awareness piece, letting users know exactly where they could find the band’s music and also watch their latest music video.

Users were directed to this page via a video advertisement on Facebook and Instagram taking advantage of the main feed and stories placements using content optimised for maximum screen real estate.

The video for this was created from footage I shot of the band while documenting their album release show as a separate commision, visually enhancing their music with visuals of their highly energetic live show.

The ads were then targeted at users who had already interacted with VASA’s previous posts on Facebook and Instagram including links, videos and events. This enabled the budget to be spent on reaching users we knew were more likely to listen to the band as they had already demonstrated an interest. Additionally, everyone who clicked attending to a Facebook event VASA were involved in over the last 3 years were also targeted.

By focusing the budget on reaching this already engaged audience, the chances of users listening increased, as did the chance of generating authentic buzz and word of mouth around the release.

Recommendations from respected peers is the best form of marketing so by helping an engaged audience to like, share or discuss the new record awareness of the band’s latest release was greatly increased.

The Results

For every £0.09 the band spent on Facebook and Instagram an engaged user visited the landing page leading to the streaming services. Conversions to the streaming service was consistently around 5%, an above average result.

Additionally, there was value in simply making visitors aware the record was readily available on their platform of choice for them to listen to at their convenience.

The video ads were seen over 24.7K times by over 15.6K people within the band’s target audience amounting to over 6k video views in a 10 day period. For every £0.01 the band spent someone either watched the ad or performed a like, share, click or comment greatly enhancing the organic reach of the band’s content.

It cost the band slightly over £2 to ensure their content was seen 1,000 times by their target audience (CPM) with an above average Click Through Rate (CTR) of 3.28%.