CLIENT:
Sony Music Entertainment partnered with TEC Direct Media to support the release of Untamed, the debut major-label album from country artist Cam. Following the success of her breakthrough hit “Burning House,” the campaign focused on introducing her music to new audiences and expanding awareness among digitally engaged country music fans during a critical album release window.
SOLUTION:
TEC Direct Media developed a mobile-first media strategy designed to connect with female country music enthusiasts across mobile web and in-app environments. Using a combination of audience targeting, behavioral data, and music affinity segments, the campaign focused on reaching consumers most likely to engage with Cam’s music.
Custom creative experiences were served based on device operating systems, allowing users to be directed seamlessly to the appropriate music platform. Throughout the campaign, TEC continuously optimized audience segments, creative assets, placements, and device targeting to maximize engagement and improve performance.
RESULTS:
The campaign generated a click-through rate more than three times higher than industry benchmarks, demonstrating strong audience engagement and interest in the release.
Performance insights also identified highly responsive audience segments and lifestyle categories that could be leveraged for future artist campaigns, creating value beyond the initial promotion.
Most importantly, Untamed achieved RIAA Gold certification, helping establish Cam as one of country music’s emerging artists and validating the effectiveness of the awareness campaign.
RIAA Gold
Certified Soundtrack
500,000+ units sold
