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EVANESCENCE
Client
Purchases
Cost Per Purchase
Link CTR
Evanescence are one of rock’s most enduring names — a band that turned haunting, operatic alt-metal into global superstardom. Formed in 1995 in Little Rock, Arkansas and led by frontwoman and classical pianist Amy Lee, they broke through with 2003’s multi-platinum debut, Fallen, moving more than 17 million copies worldwide and earning two Grammy Awards on the strength of “Bring Me to Life” and “My Immortal.” In 2026, BMG spearheaded Sanctuary — the band’s sixth studio album and first major era in five years — backed by radio hits like “Who Will You Follow.” DASH TWO was brought on to convert that cultural momentum into album, ticket, and merch sales.
The brief was direct: capture the overwhelming demand around the Sanctuary era and channel it into purchases. Rather than chase broad awareness, we built the campaign around the bottom of the funnel — promoting the new album and the accompanying 2026 world tour with digital ad sets engineered to drive high-intent traffic to a single, clear purchase destination.
We concentrated spend on precisely targeted audiences built around Evanescence’s core fans and adjacent alt-rock and metal listeners, then paired that with creative that led on the band’s single biggest asset — the striking visual presence of Amy Lee and the iconic Evanescence branding. Every ad pointed to one clear destination, so the path from click to purchase stayed short and unambiguous.
We concentrated spend on precisely targeted audiences built around Evanescence’s core fans and adjacent alt-rock and metal listeners, then paired that with creative that led on the band’s single biggest asset — the striking visual presence of Amy Lee and the iconic Evanescence branding. Every ad pointed to one clear destination, so the path from click to purchase stayed short and unambiguous.
This is a brand that stops the scroll on its own. Leaning into the band’s established visual identity, the creative resonated immediately with the target demographics and captured intent in the moment — reflected in a 2.40% link click-through rate that outpaced typical rock and metal benchmarks.
The campaign ran on a total spend of $2,337.21 and generated 272,115 impressions and 6,534 link clicks. Pre-click alignment was strong: 40.36% of clickers fully loaded and viewed the landing page (2,637 views), meaning the traffic arriving on the destination knew exactly what it had clicked — high-intent users, not accidental clicks.
— Gino Sesto, Founder & CEO, DASH TWO
The campaign converted efficiently from top to bottom. Off a total budget of just $2,337.21, it drove 234 purchases at a customer acquisition cost of only $9.98 each. Against the premium price points of vinyl bundles, tour tickets, and merchandise, that lean acquisition cost translated into a strong, highly profitable return on ad spend that heavily outpaced standard industry benchmarks for rock and metal releases.
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