Record label AWAL was set to release How I’m Feeling, the debut album from singer/songwriter Lauv on March 6th, 2020. While consumers/fans may have heard Lauv’s music on the radio and streaming platforms he was not a household name. Ciceron leveraged Lauv’s vivid album creative in a robust digital, Connected TV, and OOH strategy to help connect the dots between his music and him as an artist to have his debut album to “chart” on Billboard.
Create artist awareness and connect Lauv’s music to new fans, at a time when the entire music industry was re-imagining how to engage with consumers.
With understanding Lauv’s audience persona and brand partnerships, Ciceron developed a multi-data source approach that activated on the following:
This strategy included the execution of data across multi-channels by leveraging Liveramp as a handshake to transfer the data. In addition, Ciceron hacked the wall-garden data from Spotify’s video views by remarketing to this audience within The Trade Desk to increase the artist’s exposure. Lastly, Ciceron activated a programmatic OOH strategy that included billboards, malls, and rideshares that included device remarketing that funneled into the digital strategy to married OOH with digital and Connected TV.
Purchasing media this way allowed the Ciceron team to closely monitor performance on these platforms and optimize in real-time. This resulted in a launch campaign that was not only precisely targeted and incredibly agile, but also in the words of our AWAL client, “reinvented the advertising wheel for the music industry. The folks at Ciceron are incredibly digitally savvy, and I am a better digital marketer for having worked with them.”
When it came to the results, the numbers spoke for themselves: