A 360° Marketing Campaign
Larkin Poe is made up of two wildly talented sisters - Rebecca & Meghan Lovell - who without the help of a record label have created a small army of fans around the world. Larkin Poe fans obsess over their brand of roots-infused rock n’ roll - and their fans were very much excited to see the band live in 2020.
Venture was hired to deliver a full-scale digital marketing campaign - combining both paid and organic strategies on social media - to boost overall growth and engagement online. At the same time - with LP’s substantial existing fan base - our job in general was just to create a tangible ROI for the band surrounding the release of their album and subsequent tour.
When Larkin Poe and their management team at Red Light Management hired us in March 2020 - none of us had any clue what was in store over the next few weeks with COVID and the announcement of an international lockdown. The band’s team had already planned out the majority of a 50 city world tour, preceded by the release of their groundbreaking new LP, Self Made Man.
Dealing with a global pandemic just a few weeks after the start of our campaign was a setback we will hopefully never see again. Still, we managed to keep our heads down and got to work controlling what we could control. After the announcement of the lockdown in April - and the cancellation of the band’s entire world tour - our team was able to suggest and enact a plan to pivot and announce the band’s own livestream show series.
Larkin Poe’s Home Sweet Home Tour was ultimately a massive success for the band. We generated enough income to help sustain the band and their crew through the months they would’ve been otherwise on the road.
Over the course of our four month release campaign - we were able to use a $12,000 ad budget to produce a total of 17,049,426 impressions across 68 ad campaigns on Facebook, Instagram, YouTube & Spotify. These ad campaigns produced 356,816 clicks in nearly 50 countries and translated to growth across all major platforms.
The most notable growth metric was Larkin Poe’s monthly listener count on Spotify grew by nearly 200%. One of the ways our team creates lasting value is by creating Spotify playlists - and the This Is Larkin Poe playlist is a perfect example of the impact this simple strategy can have.
By targeting Spotify users - and using this playlist as the landing destination for ad campaigns - we've created a standalone asset that Larkin Poe now controls. The playlist now has over 10,000 followers (compared to 8,500 on the official Spotify version) and 6,000 active listeners that generated over 150,000 streams.
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