Using Facebook to reignite the global passion for classical music
The world is undergoing a digital revolution, but classical music has been left behind and, as such, is facing a decline in popularity. However, Primephonic refuses to accept this negative trend. The music streaming platform is translating the classical music experience into a digital one. Together, we developed a full-funnel media strategy using Facebook to reignite a worldwide passion for the music genre.
A not so classical Facebook campaign
The Dutch-American startup was founded by a team of classical music lovers who aim to address the unmet needs of classical music lovers worldwide. From streaming music to discovering background information, the app enables music lovers to listen to more diverse music in a more enriching way. To reach a wider audience, the company approached Dept. We developed and implemented a global full-funnel approach on Facebook that harnesses the power of data to tailor and personalise the message a user receives.
using Facebook to reignite a worldwide passion for classical music
Catering to a non-linear customer journey
The goal of the campaign was to raise Primephonic’s brand awareness and encourage users to try the app for fourteen days for free. However, like for many companies, the customer journey for Primephonic is not linear. Therefore, when devising a campaign strategy, we realised that it too could not follow strict and specific stages. Instead, our always-on campaign included different KPI’s and ad types per phase, to ensure we reached users in a way that would entice them the most.
Using data to drive the customer journey
We took a data-driven approach when developing Primephonic’s campaign strategy to ensure the brand’s message evolved with the customer journey. So, after targeting users with music-related interests, those that show interest are encouraged to try the app via a free ten-day trial. Depending on the user’s behaviour they might either get two free trials in a row or prompted to start a subscription. Thus enabling Primephonic to tailor its communication.
Partnering with classical celebrities
Numerous classical music artists she Primephonic’s vision and are eager to help the company bring classical music into the digital era. As a result, together with Primephonic, we partnered with known artists such as Pavarotti, the New York Philharmonic and Atlanta Symphony Orchestra to co-create Facebook campaigns. Meaning, we were able to advertise on the artist’s page and give their followers a customised discount code. In addition, we used their follower information to further hone in on the correct target audience.
Maximising the impact of every dollar spent
Throughout this project, we continuously made improvements and gathered learnings along the way which ensured that the strategy only grew stronger as we progressed. As our messaging became more and more personal and the app continued to develop, Primephonic saw a large increase in volume and a decrease in cost per action as shown below:
- 18% decrease in cost per app install
- 48% decrease in cost per trial
- 44% decrease in cost per subscription
Together, we elevated the company’s social media presence by harnessing the power of creativity and data to reach the right people with the right message. Ensuring that classical music lovers around the world know that there is a platform for them.