Open the rollout of an independent project and find which territories respond before release week. Small budget, so the job was to learn quickly: where does the single land best, and what does it cost to find out?
In detail.
What we did
We decided to split the single across three campaigns, each with its own job.
- UK core: the home market, run as the benchmark.
- Audience test: each audience on its own ad set budget (ABO), so it got a fixed budget and a fair look.
- Tier 3 territories: a low-cost push in cheaper countries, to see how far the record travels for very little.
Keeping them separate keeps the numbers readable. The UK isn't blended with cheap reach, and each audience can be judged on its own.
The results
Meta Ads
- Around 130,000 impressions on about £360
- Around 5,500 ThruPlays and 38,000 post engagements
- Smart link: around 700 views and 500 clicks through, a click rate of over 70% (30 October to 10 November)
This is the opening phase of the project's rollout, so the useful output is a map of which territories responded.
Of the people who reached the smart link, over 70% clicked through to a platform. That's the nearest thing to a listening signal we have so far.
What the numbers don't show
Small budget and an early phase.
Impressions, ThruPlays and engagement come from the ad platform, and the smart link numbers from the smart link itself. Streams, pre-saves and playlist adds sit outside both, so this page doesn't claim any.
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