Since the beginning of 2017, Sony Commercial Group has been working with frontline labels to maximise catalogue streams of returning artists. We do this in an effort to keep fanbases engaged at all times and pave the way for new albums. Influencing consumption of our artist’s catalogue just before or after a new single drops means we can drive more streams, but also start conversations early with streaming partners. This can also influence algorithms to deliver new music to the right people as soon as it’s out as hits could help fans rediscover their forgotten love for an artist.
RCA UK and Sony Commercial Group joined forces on this P!nk campaign and, for the first time, both Apple and Spotify were fully behind us, thanks to the dedication of our sales team. With our digital marketing campaign we drove to two P!nk playlists on both Spotify and Apple Music, featuring the new single, ‘What About Us’, alongside the catalogue. We ran the campaign in two phases, going after a wider audience first, and then sequentially retargeting people that engaged with our initial ads. In terms of creative, we tested two different videos using P!nk’s biggest tracks as well as the new single.
As part of this effort and the wider marketing mix, we saw an uplift of 90% in catalogue streams and 30% in streams of ‘What About Us’ coming from these two playlists. On average, fans of similar artists watched a higher percentage of the video than core fans. Nearly 30% of views were played with the sound on, showing impressive engagement from our audiences. Across all platforms, the Spotify playlist accounted for 67% of traffic to retail. P!nk’s fans outperformed all targeting segments across the board and women in the 25-54 age range contributed to the most link clicks.
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