case Study

Hope Winter - She

8 Week Single Release Campaign

About Hope Winter

Hope came to us with 2,400 Instagram followers & under 1,000 monthly listeners having released five singles. Her top streamed song was released in 2020 and had just over 9,000 streams. She had 778 Spotify followers and was averaging 15 streams a day across her catalogue. 

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Our Strategy

Hope’s challenge for us was to use our social marketing expertise to support her efforts in promoting her new music, by running a Spotify Growth campaign with no additional playlist support for her single, She. The goal was to achieve steady Spotify follower growth and monthly listeners and to ensure all upcoming singles were pushed out to a new and engaged audience.

Our 8 week campaign for Hope involved a highly bespoke Organic & Paid-Ad social strategy. Our advice included encouraging an increase in activity across Instagram and TikTok, through sharing imaginative and creative content ideas in keeping with ever-changing trends across both platforms. The increased organic activity ahead of She’s release meant she was building momentum ahead of the release, giving the Paid-Ads component of our campaign an immediate head start.

Our paid strategy was centred around running three Ads using different sections of the song and three different visuals across Meta Ads (Facebook, Instagram), analysing the success of each Ad in real-time and adjusting our approach accordingly. Once we had determined the best performing section and visual of the song, we were able to target these Ads towards top tier countries only (which pay out a much higher royalty rate) confident that the cost would remain low due to only using the most successful Ads.

Results

⭐ 28,261 streams in 8 weeks

⭐ Streams increased further over the following 6 weeks (+6k), even though the campaign had ended

⭐ 2,380 saves, 1,495 Playlist adds, average 4.5 streams/listener

⭐ Monthly listeners 3,271

⭐ Spotify followers between 31 March-30 June 2022 increased by 21 compared to 31 March-30 June 2023, which saw an increase of 521 followers

⭐ Our targeted Ads reached over 250,000 people with over 2,000 Unique Link Conversions directly leading to Spotify Streams over the course of the campaign

“Laid Bare has been a huge help with the release of my comeback single. Not only was I really happy with the content they created for me, I was SO happy with how well ‘She’ streamed (and is still streaming). They’ve been a pleasure to work with!”

- Hope Winter

 

Steep follower increase once the campaign began

 

Graph showing the increase in daily streams

Content Creation

We also supported the release with bespoke content we filmed and edited that was used not only for the ads but for organic content. This took the pressure off Hope having to think about keeping consistent with posting as it was all done and ready to go pre-release. Having professional looking content that helps to converts listeners is also essential to a high performing campaign.

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