CLIENT:
SONY MUSIC
CAM – Untamed
STRATEGY:
The plan reached Cam’s potential fan base by running display and rich media mobile ads across female and music-skewing mobile web and in-app ad inventory. We layered on first and third party data, to specifically target female, country music enthusiasts within specific age groups.
We served custom creative for iTunes & Google Play users by targeting the mobile consumer’s operating system and then optimizing toward the stronger performing operating system. Our team also optimized performance daily identifying stronger content, creative, and targeting segments.
RESULTS:
The mobile campaign delivered a click through rate (CTR) three times higher than the industry average. We also identified specific audience groups and lifestyles that were highly engaged. Those can now be leveraged on future campaigns. Untamed was certified Gold by RIAA.
