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Lee Brice
Lee Brice “Killed The Man” YouTube Campaign
Lee Brice
The Client
873,873
Video Views
$0.01
Cost Per View
77.02%
Engagement Rate
Curb Records
When Curb Records released a new music video from country star Lee Brice, the goal was simple: get it in front of as many country fans as possible and drive views. Dash Two built a YouTube campaign that turned a copyright-flagged delay into one of the most efficient view campaigns on the roster — 873,873 video views at a $0.01 cost per view.
CAMPAIGN GOAL
Turning holiday shoppers into pedal buyers
Promote Lee Brice’s new music video for “Killed The Man” and maximize video views on YouTube, while making it easy for new listeners to stream the track on the platform of their choice.
CHALLENGES
Promoting a whole pedal lineup on a $1,000 budget
Before a single dollar could be spent, YouTube and Google flagged the video for copyright, which delayed the launch of the campaign. Clearing the flag and getting the asset live and ad-eligible was the first hurdle to clear before the targeting strategy could go to work.
CAMPAIGN SOLUTION
One pedals-only feed: demo video plus a shoppable catalog
Rather than betting the budget on a single audience, Dash Two structured the campaign around three distinct ad sets, each chasing the same country-music fan through a different signal:
- Keywords of similar and comparable artists.
- Topics centered on country music.
- Audiences of country music fans, plus retargeting of Lee Brice’s existing subscribers and prior video viewers.
With all three running in parallel, YouTube’s own optimization shifted spend toward whichever ad set delivered the lowest cost per view — letting the platform compound efficiency over the life of the campaign. As the final URL, Dash Two added an FFM Smart URL (leebrice.ffm.to) so anyone who wanted to keep listening could click straight through to stream on their preferred DSP.
SOCIAL ELEMENT
Running on Instagram and YouTube
This one ran on YouTube — we didn’t lean on a viral moment or an influencer push for it. It was a focused, performance-first play, and the creative carried the weight, serving as a skippable in-stream ad across desktop and mobile with a persistent “Listen now” companion driving to the Smart URL.
IMPLEMENTATION
Dynamic video ads paired with a pedals-only catalog
Once the video was live, Curb provided Dash Two with the YouTube link and the campaign went into market. It ran for three months, with continuous optimization across the three ad sets to keep cost per view as low as possible.
RESULTS & ENGAGEMENT
A 10X+ return on a two-week holiday flight
Over a three-month flight, the campaign generated 1,515,217 impressions and 873,873 video views at a $0.01 cost per view, with a 77.02% engagement rate. A penny per view is about as efficient as YouTube video campaigns get — and a 77% engagement rate shows the views weren’t just cheap; the right people were actually watching.
“By reaching the right fans at the right time and adjusting in real time as venues filled up, we turned social engagement into sold-out shows in all eight cities.”
Kim M. Pham, Vice-President Digital Marketing
TAKEAWAYS
A connected catalog turns one campaign into a storefront
Over the three-month flight, the campaign delivered standout efficiency and engagement:
| 1.52M Impressions | 873,873 Video Views | $0.01 Cost Per View | 77.02% Engagement Rate |
A $0.01 cost per view is about as efficient as YouTube video campaigns get, and a 77.02% engagement rate shows the views weren’t just cheap — the right people were actually watching.
Dash Two works with a wide range of labels and brings deep, hands-on experience running YouTube campaigns at scale. That fluency with the platform’s targeting and optimization is what let the team recover from an early copyright delay and still deliver a campaign that hit its view goal at a rock-bottom cost per view. See more of our work in music and entertainment, or talk to our team about your next release.
