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Tech N9ne
The Client
Total digital impressions
Streaming conversion rate
Total streams generated by the campaign
Rapper Tech N9ne, recognized as one of the most talented purveyors of horrorcore, has spent nearly two decades in the industry. He has earned three gold records, sold over 2 million albums and made multiple appearances on Forbes’s “Hip-Hop Cash Kings” list. Tech has collaborated with a who’s who of artists, including Slipknot’s Corey Taylor, Eminem and Boyz II Men, to name just a few. Everyone from Dwayne “The Rock” Johnson to Elton John has been spotted listening to Tech N9ne, a testament to the constant reinvention and excellence that has become standard in his work
The client wanted to promote the new album “COSM (Class Of Strange Music),” the latest in Tech N9ne’s Collabos series.
We weren’t able to get a pixel placed to optimize for conversions.
A little background—we toldTech N9ne’s team that ideally we would like to have a pixel placed on the Linkfire Smart URL to optimize for people clicking to stream. They understood but explained that their goal was to focus on a low CPA (link clicks), so we went ahead and did a traffic campaign instead.
We wanted to create a media mix that would get as much awareness as possible through multiple platforms. We allocated money based on his following per platform.
Because we could access Tech N9ne’s pages, we could target his fans directly. We also created a list of similar affinity artists to target as well to reach potential new fans. We directed the ads to a Smart URL to entice people to choose their preferred streaming service to listen to the album.
For this four-week campaign, we helped the client with strategy, execution, optimization and reporting. We used an equal budget on both Instagram and Facebook with the same creative, and we also used YouTube and TikTok.
The YouTube video generated 87,718 views at a $0.02 CPV, with an in-stream view rate of 57.43%.
The Facebook ad had great engagement, with 3,400 reactions, 177 comments and 447 shares.
Facebook generated double the amount of impressions as IG and had a lower CPA. Facebook had a $0.11 CPC and 669,305 impressions, while Instagram delivered a $0.16 CPC and 357,570 impressions.
Facebook and Instagram combined generated 46,432 link clicks.
Final impressions were:
That added up to 2,230,011 total impressions.
Gino Sesto, Founder & CEO, DASH TWO
Clients trust our know-how and our ability to deliver. We have a vast amount of experience running ads for single and album releases. This client knew what they were getting—we have been working with Strange Music and Tech N9ne’s team for seven years.
Digital and Outdoor Advertising Agency. Expertise in the science of digital and the art of the outdoor.
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