The Ask

Run a high-performance advertising campaign to support and drive pre-order sales for Home Free’s album, Timeless.

About the Client

Home Free, the all-vocal country sensation, is known for blending Nashville country classics with country-inspired pop hits—all delivered with their signature no-instrument, all-vocal style. The band’s charm and talent have made them a household name, garnering over 185 million YouTube views and entertaining more than 300,000 live concert attendees since bursting onto the national scene in 2013.

Known for their show-stopping performances and quick-witted humor, the five-member group took to the road in support of their full-length album *Timeless*. This tour brought fresh music, new laughs, and revamped production, all designed to wow their ever-growing fan base.

DASH TWO Analysis

Before partnering with DASH TWO, Home Free used Squarespace analytics to track sales but had not segmented their audience to identify which specific groups were driving conversions. They turned to DASH TWO for our expertise in delivering highly targeted, performance-driven ad campaigns.

Main Objective

Drive pre-order sales of *Timeless* while tracking and optimizing conversions to ensure the highest possible Return on Investment (ROI).

DASH TWO Custom Solution

DASH TWO designed a precision-focused strategy utilizing a retargeting Facebook D2C (Direct-to-Consumer) campaign, with the following key elements:

• Facebook Pixel Implementation: We integrated the Facebook Pixel to allow Home Free to track purchases on Facebook rather than relying solely on Squarespace analytics. This provided detailed audience-specific purchase data, enabling more accurate tracking across both paid and organic marketing efforts.
• Audience Segmentation: Four distinct audience segments were identified and targeted. Remarketing strategies focused on engaging Home Free’s existing fan base while also experimenting with lookalike audiences to expand reach.
• Custom Ads: Tailored ads were created for each segment, incorporating visuals and messaging designed to resonate with the unique preferences of each target audience. This approach ensured relevance and maximized engagement.
• Real-Time Optimization: As ads gained traction, we carefully analyzed the data to identify which segments delivered the best ROAS (Return on Ad Spend). Campaign tweaks were made dynamically to optimize performance, ensuring resources were allocated to the highest-converting groups.

DASH TWO Advantage

DASH TWO’s prior experience working with Home Free provided us with a wealth of data to inform our strategy and deliver results:

• Leveraging 1PD (First-Party Data): We used Home Free’s email list to create custom Facebook audiences, allowing us to reach fans who had voluntarily subscribed. This highly engaged group delivered exceptional results.
• Audience Interaction Retargeting: We created a custom audience of people who interacted with Home Free’s Facebook page within the previous 30 days, ensuring we reached fans who were already engaged with their content.
• Flyt.it Tracking: By utilizing our proprietary URL tracker, Flyt.it, we tracked who clicked or purchased tickets for previous Home Free concerts, enabling precise retargeting based on purchase behavior.
• Direct Fan Targeting: Fans following Home Free’s official Facebook page were also included in our targeting efforts, ensuring we reached their most dedicated supporters.

The Results

By leveraging data-driven insights and focusing on precise audience segmentation, DASH TWO delivered outstanding results:

• 33,013 units sold of Timeless.
• Overall ROAS: 18.20, demonstrating exceptional campaign profitability.
• Email List Performance: The email list audience achieved a remarkable ROAS of 22.47, validating the value of proprietary first-party data.
• Direct Fan Targeting: While effective, this segment delivered the lowest ROAS, highlighting the importance of leveraging data-driven audience insights.

This campaign was a testament to the power of strategic retargeting, advanced analytics, and creative advertising. By combining cutting-edge tools like the Facebook Pixel with a deep understanding of audience behavior, we were able to maximize ROI and drive measurable results for Home Free.

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