The Client
Google Display impressions
Facebook and Instagram impressions
Total impressions across platforms
BMI is the largest music rights organization in the U.S. and continues to nurture new talent and new music. It was founded in 1939 by forward-thinkers who wanted to represent songwriters in emerging genres, like jazz, blues and country, and protect the public performances of their music. As a global leader in music rights management, BMI represents more than 22.4 million musical works created and owned by more than 1.4 million songwriters, composers and music publishers.
BMI wanted to promote a campaign called “Your Music Moves Us,” building awareness of a rebrand highlighting BMI’s expertise in protecting the rights of and royalties from its artists’ music. The company shared how it promotes its artists and songwriters across multiple platforms. The goal was to drive people to the “Your Music Moves Us” website.
The initial campaign brief started with a $100,000 budget for six weeks of paid social, display and direct buys targeting Nashville, Los Angeles and New York. Atlanta and Miami were later added.
We did a homepage takeover with Variety, where we encountered a unique barrier of having to attach third-party tags. We resolved the issue using Sizmek and going back and forth with Variety to troubleshoot.
We created our strategy based on where we saw the most effective and efficient way to build awareness and get results for link clicks. We wanted to focus on specific markets based on the most-listened-to genre (for example, Latin music in Miami and hip hop in Atlanta). Additionally, we wanted to focus on certain websites that catered to specific genres.
We also wanted to ensure the ads were delivered to the right audiences, so we created multiple ad sets by genre and music business interests. We also ran the genre-specific ads on display to be served on genre-specific websites. We wanted to utilize music and genre-specific websites that many people frequent.
Geotargeting was also a factor, as we wanted only certain ads to be served in certain locations.
We used BMI’s impressive social presence, including more than 500,000 followers on Facebook and Instagram.
After BMI provided us with a tentative budget, platforms where they would like to allocate their ad spend, and locations to target, we drafted a proposal with suggested budget allocation, interest targeting, and website placements. We fine-tuned everything and added direct buys on certain websites. BMI approved the proposal, then we launched the campaign, providing screenshots.
We offered extensive daily reporting throughout the entire campaign. Once the campaign ended, we sent the client a PowerPoint presentation with a detailed overview of the campaign, which ran from June 24 to August 19.
We successfully built awareness for the “Your Music Moves Us” campaign, as many people did not know about it or what it entailed before the campaign. We generated 31,607,948 total impressions, including 18,789,156 Google Display impressions and 10,749,338 Facebook and Instagram impressions. The Variety homepage takeover was also a success, with 440,257 impressions.
Gino Sesto, Founder & CEO, DASH TWO
We have worked with BMI on their award campaigns, so we had a great understanding of who they are as a company and what they provide. We also have the knowledge and skills to carry out this campaign successfully. We work with multiple clients who promote music and have a great deal of experience with digital advertising and strategy.
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