Having worked with Alter Bridge via Napalm on their previous album, The Last Hero, we were able to gather a clear understanding on the target fanbase for lead singer Myles Kennedy’s debut solo album, Year Of The Tiger.

Our team wanted to make sure we were giving the UK a similar scale of profile to coincide with activity across the US, Myles’ largest market. We focused heavily on the physical side of the album as this format was definitely the most popular across the entire campaign. We made sure to dedicate a large portion of the campaign directing fans to Myles Kennedy’s D2C store in the UK via his webstore partner Townsend. As there were multiple D2C stores set up across the global territories between the band and the label, we created a geo-targeted tracking link which could drive fans to a store within one of the specific territories based on where they clicked from. For example, any fan clicking from within the UK would be taken to the Townsend Store, anyone in the rest of the EU would be taken to Napalm Records official label store, and anyone outside EU would be taken to the Myles Kennedy’s official D2C store located in the US.

Via the Townsend Store in the UK, we were able to set up a tracking pixel which would allow us to remarket to users up until the checkout stage. We then proceeded to set up a campaign targeting fans that had added any format of the new album to their basket on the Townsend store but had not proceeded to complete the purchase and reminding them that their basket was still full with a more personal text copy from the artist’s Facebook/Instagram page. We were able to see conversions of how many people followed through with their transactions. We wanted to use an image carousel to promote this ad on Facebook and Instagram in order to showcase the various products and bundles available to purchase across the store in the UK.

Amazon UK was a key player in our push to the older fanbase with the album charting at #3 in the Amazon Hot Releases across the platform. We set up Headline Search and Product Display ads across Amazon Marketing Services in the UK to drive traffic to the various different formats of the album.

We made sure to target keywords directly related to Myles such as Alter Bridge, Tremonti, Creed, The Mayfield Four and Slash to sway fans of these related musicians to purchase the new album. The entire Amazon campaign generated over 1,200 clicks and 230,000 impressions in the pre-order stage alone.

To help push sales across Amazon even further, we aided our marketing campaign by pushing additional ads from Facebook and Instagram pointing directly to Amazon UK rather than a multi-retailer link.

On release day, we ran heavy advertising across Facebook, Instagram, YouTube and Google AdWords. We created pre-roll videos to be used as the creative for the ads to give fans something visual with the artist’s music overlaid.

Fans of both Myles and Alter Bridge were then targeted using the remarketing data was had gathered from historic campaigns. As there was only one official video live before album release, it was difficult to put together different versions of creatives to use across socials and advertising, but we managed to work together with the label and our design team to put together an animated packshot trailer to incorporate into advertising so that fans wouldn’t be served the same creative over and over again.