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Build awareness of the Grammy brand and cultural influence post-event.

Campaign Objective

With a goal to increase merchandise sales, this campaign objective was selected to shine a light on the Grammys as a brand and remind the audience of the organization’s influence. The campaign should build a sense of community and encourage the audience to show off their love for the award show.

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Targeting Criteria

33-55 years old
Lives in music-forward cities like Dallas, Nashville, Atlanta, Chicago, Los Angeles, New Orleans
Interested in music collecting, music documentaries, music memorabilia and merchandise, artist merchandise, music-focused publishers, watching the Grammys
Spends time shopping online and partaking in music discussions
Meta, YouTube, and X users

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How this targeting criteria supports the campaign objective

This targeting criteria is designed to reach an engaged audience that not only watches the Grammys but also values its significance and cultural impact over the years. Individuals aged 35-55 in music-focused cities have a history with the brand, allowing us to tap into emotional connections while also considering spending power. With interests like music memorabilia, documentaries, and merchandise, this ensures that the targeted audience will be interested in collecting merch offerings. Meta, YouTube, and X are common places where this audience shops, shares opinions, and celebrates, so we can reach them in the places they are most active. This strategy is meant to strengthen the Grammys brand and encourage fans to build community and showcase their love.

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Why these channels?

Social media channels & Ad type(s)

Meta: Carousel ad, Feed post

YouTube: In-stream ad, Bumper ads

X: Trend takeovers

These social media channels and ad types were chosen while considering a target audience that spends time online shopping, watching videos, and partaking in music discussions. Carousel and feed post ads on Meta will show as the user is scrolling to find discussions or music news. For YouTube, in-stream ads will show during all Grammys events, and bumper ads will show before music-related videos. Trend takeovers on X will be used for longevity and generating discussion to boost the Grammys’ brand awareness.

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Mock Campaign Data

	Budget	Spend	Impressions	Clicks	Conversions (Sales)	CTR	CPC	CPA
Grammys Ad data	$150,000	$9,000	1,800,000	4,500	300	0.25%	$2.00	$30.00

Grammys Benchmark KPIs:

CTR: 2%

CPC: $2.00

CPA: $15.00

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Interpreting Metric Results

CTR Result : [0.25%]

Benchmark	[2% ]
Result	[0.25%]
% Difference	[87.5% lower]

CPC Result : [$2.00]

Benchmark	[$2.00]
Result	[$2.00]
% Difference	[0%]

CPA Result : [$30.00]

Benchmark	[$15.00]
Result	[$30.00]
% Difference	[100% higher]