Djo ‘End of Beginning’

Strategic Spotify and YouTube ad campaigns to propel Djo's viral hit to #1 in the UK charts.

Djo's "End of Beginning" single cover.

AWAL aimed to propel Djo’s track “End of Beginning” to the top of the UK charts. Joe Keery, famously known from the Netflix series Stranger Things, has a strong fanbase that we leveraged in this campaign. To achieve the goal, I collaborated with AWAL to craft a targeted Spotify and YouTube campaign that ran for four weeks. The strategy focused on maximizing reach and engagement through a combination of Spotify reach campaigns, including an artist’s liner, and optimized YouTube ad placements like bumper ads to drive awareness and streams.

Execution

Spotify Campaign:

• Implemented a reach campaign targeting the UK audience.
• Included an artist’s liner to personalize the connection with listeners.
• Focused on high-frequency exposure to drive streams.

YouTube Campaign:

• Developed engaging video ads tailored to attract Djo’s fanbase.
• Utilized precise targeting to reach potential listeners in the UK.
• Optimized ad placements, including bumper ads, to maximize visibility and drive traffic to music streaming platforms.

Results

The campaign was a resounding success. “End of Beginning” hit #1 on UK Indie charts and #4 on the UK Singles Charts. The Spotify campaign achieved an impressive less than £0.01 cost per stream through ads, demonstrating exceptional efficiency and impact.

Spotify ad and UK Official Charts article.





Client: AWAL (SME)

Sector: Music

Discipline: Paid Media Strategy, Paid Media Management

Partner: Create The Culture