Case Study
Nick Cave – ‘Ghosteen’ Album
- Industy
- Entertainment
Music
- Region
- UK, Europe, Asia, North America, Latin America, Aus/NZ,
- Solutions
- Digital Strategy
Paid Media Management
SEO
D2C Marketing
Goal
Activate Nick Cave's fan base and maximise revenue through digital marketing for the album Ghosteen.
How we did it.
- Built a warm audience pool by leveraging catalog music and press coverage prior to album announcement.
- Conducted full retargeting of warm audiences with pre-order ads and YouTube in-stream ads.
- Generated hype and streams for the album premiere on YouTube via event response ads on Meta.
- Launched a second campaign for physical album sales following the digital release.
- Amplified press album reviews to drive wider awareness outside of music fans.
- Maximized revenue through D2C sales and store retargeting.
- Conducted SEO optimisation for artist and album to achieve full search coverage.
Results.
- Doubled peak streams, listeners, and followers across streaming services compared to Nick Cave’s previous album Skeleton Tree.
- Achieved high album chart positions across Europe, with digital streams driving 12.5% of sales.
- The best-selling LP in the UK in the week of release (15k) and the 26th best-selling LP of 2019.
- Generated £400k in D2C revenue through the album release period.
- Achieved full coverage of 2.5 million Google searches for Nick Cave in the album release month.
- Generated millions of engagements through paid media and 107k clicks.
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"We consider DMS part of our team - their work is a fundamental part of both large scale marketing campaigns, and the day to day running of an artist's business. Highly recommended."
Beth Clayton, Marketing Director, Nick Cave Productions
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Work with us.
Call us today and we can start to discuss how best to develop your digital marketing activity.