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DJ Snake & Justin Bieber release

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Star

  • Year

    2016

  • Company

    Universal Music Publishing group

  • Services

    Google ads, Display

Problem

Let Me Love You is a song recorded by French DJ and electronic music producer DJ Snake featuring vocals from Canadian singer Justin Bieber. Released in 2016, Universal Music Group wanted to support this release in the BeNeLux by running a Display campaign that would send traffic to various sources, but primarily the iTunes store.

BG Star

SOLUTION

A discovery & harvest structure was setup with Display campaigns. Broad placements with affinity targeting were setup with low bids to find high performing placements. The following affinity audiences were leveraged to find high performing Display placements:

  • Media & Entertainment » Music Lovers » Electronic Dance Music Fans
  • Media & Entertainment » Music Lovers » Pop Music Fans

 

These placements were then moved into a seperate campaign with a seperate, more aggressive bid strategy to maximize conversion volume.

In addition, creative was optimized for the highest volume creatives that were moved into the harvest Display campaign: this way creative was optimized and more relevant for each placement -- using contextual signals of the audiences of those placements. 

Impact

All conversion targets were exceeded as well as the cost per acquistion goal.

Conversion rates for the harvest campaigns were 800% higher in aggregate versus affinity audiences.