CASE STUDY
The Client
Falana is an Alternative Soul artist with influences ranging from Etta James and Lauren Hill to Sade and Erykah Badu. A stint in Havana, her discovery of soul music growing up and watching her dad reminisce about sounds from Fela to King Sunny Ade has shaped her into the sensation that she is today. According to the New Yorker, she is
“changing the sound of global pop.”
Her style and fashion are also a big part of her brand, having been dressed by local talent including Orange Culture and Andrea Iyamah and being featured in international publications like Elle and Vogue.
The Challenge
Following the release of her Chapter One EP, Falana toured 4 major cities in Africa and was looking to leverage on digital channels more effectively. The goal was to;
- Increase Falana’s reach to include those who are not aware of her music but would be interested in engaging
- Garner social media engagement with tour content
- Drive traffic to the website from social media to help ticket sales
Our approach
Right people, Right place, Right time
We started off by building a profile of her audience to ensure we were speaking to people likely to respond to Falana and her music. Using existing audience trend data, as well as inferences from similar artists, we were able to develop audience personas to guide content creation and ad targeting.
The next step was to select the key digital platforms that were relevant, as well as within the scope and budget. Given the nature of the product (not just music but potential live content), Platforms optimised for visual content, particularly videos were key - Facebook, Instagram & YouTube
The video content focus presented an opportunity to engage with her music and her performing almost immediately, creating FOMO. Responsive ad placement meant there was an ongoing learning process, monitoring ad performance, making required changes to content and having context specific considerations at the back of our minds when targeting different cities.
Our Impact
The campaign reached over 290,000 people, with more than 60% not knowing Falana prior to seeing the ads. It also generated over 13,000 link clicks to the website, which helped to increase ticket sales and awareness. Falana’s Facebook page saw a 50% increase in likes, even as she continues to build a presence on the platform.
