Following the release of her fifth studio album, Joanne, this campaign drove tune in, reaching younger sports and Lady Gaga fans with strategic video placements. To reach cord-cutting millennials, our plan ran pre-roll video across strategic video streaming outlets. The pre-roll units selected were non-skippable and enjoyed a 100% share of voice (SOV). The plan utilized demo and behaviorally targeting and video outlets spanned across OTT, desktop, mobile, and tablet devices.
The plan over-delivered on impression goals and successfully boosted awareness of Lady Gaga’s halftime performance. Her performance was among the most-watched of all time and considered one of the best halftime performances in the Super Bowl’s 51 year history.