Dax Digital Advertising
Dax
The Client
216,812
Page engagements
57,644
Link clicks
1 million
Total impressions
‘Lonely Dirt Road’
Canadian-American rapper and singer Dax (real name Daniel Nwosu Jr.) is a former Division I basketball player-turned-poet who began releasing his music in 2017 via SoundCloud. He quickly drew a social media following for his relatable lyrics, featuring everything from struggles with addiction to mental health issues. He earned a Breakthrough Artist of the Year nod at the 2023 Canadian Country Music Awards and has had success on the hip-hop and country Billboard charts.
Promoting the new single ‘Lonely Dirt Road’
Dax wanted a digital campaign to drive views and awareness of his new single, “Lonely Dirt Road,” on YouTube, where he has more than 7.7 million subscribers.
Only using Meta platforms for the campaign
The client only wanted to use social media advertising on Meta, which can be harder than if we were to use YouTube to drive YouTube views. That’s because using Meta forces users to leave the app in order to watch the video, and not everyone wants to do that.
Choosing our targets on Meta carefully
We knew the way to do this was to connect with the people most likely to be willing to click away from Meta. So we focused on Dax’s core fans and affinity targets to try to reach people who would be most interested.
We tested three variations of videos and copy and optimized the versions that drove the most page engagement and highest click-through rate (CTR).
Using Meta for the entire campaign
We wanted to lean into Dax’s social audience in order to get them to watch the video on YouTube. It’s a pretty substantial audience — he has 4.4 million followers on Instagram and 11 million on Facebook.
Building out strategy for a two-week campaign
Our process included building out the strategy, narrowing the target audience and testing creative and copy. It ran for two weeks, lifting traffic to the YouTube page by 75% during that span.
1 million impressions generated and more than 216,000 page engagements
The campaign generated huge numbers:
- Total impressions: 1 million
- Page engagement: 216,812
- Post reactions: 18,993
- Post comments: 358
- Post shares: 4,372
- Link clicks: 57,644
- Page followers: 382
And the YouTube video has received more than 24.25 million views.
Our expertise in music pays off with music-focused campaigns
Our specialized experience in the music space made us the perfect choice to carry out a campaign with narrow parameters.
“We were very pleased with how this Meta-only campaign drove engagements and traffic to the YouTube video. And it is an awesome song.”
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