The Objective
Jaycee is an Australian-Jamaican singer, rapper, producer, multi-instrumentalist and entrepreneur. He is best known for his versatile sound and invigorating live performances. His musical style is a fusion of Hip-Hop, R&B and Trap, incorporating elements of Funk, Soul, Latin and Reggae. Jaycee's sole purpose is to entertain his audience and create beats that are honest and true to him. His team wanted to drive streams to his latest single, with the goal of encouraging the TkTok community to click through to Spotify and listen to the song, particularly in the first week of it being release.
The Solution
Following the release of the single, Jaycee's team decided to run a traffic campaign for the first two weeks of it being in market. To drive interest with the TikTok community, the team developed highly engaging user-generated ad content for the campaign. The sonically focused creative delved into his personal story and quickly demonstrated to his audience his song writing process. By telling a story, the creative was able to connect with Australians authentically and encourage them have a listen to his new song. The content was created with a distinct TikTok style, including "jump transitions," which made it native to the platform and easily accessible to the community.
The Results
The campaign generated more than 8,500 unique clicks in under two weeks of running ads. It also generated more than 300,000 Impressions and a click-through rate of 2.28%. The team was extremely impressed with the results and has continued to run TikTok campaigns, which has helped drive Jaycee's success across the Australian market, including pushing his total TikTok follower count to more than one million.
