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Dax

Dax Digital Advertising Case Study

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.

Dax – Introspective Portrait with Tattoos — Dax in a raw, introspective moment, showcasing his tattoos and signature look in a studio setting.

CAMPAIGN GOAL

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.

CHALLENGES

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.

CAMPAIGN SOLUTION

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).

SOCIAL ELEMENT

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.

IMPLEMENTATION

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.

RESULTS & ENGAGEMENT

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.

“We were very pleased with how this Meta-only campaign drove engagements and traffic to the YouTube video. And it is an awesome song.”

Gino Sesto, Founder & CEO, DASH TWO

TAKEAWAYS

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.

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Expertise

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