Who is ALYA?
A former journalist turned Grammy®-winning artist, ALYA’s musical odyssey began with her 2019 debut album, “Ten Years of Solitude.” Chronicling her immigrant journey and artistic evolution, she later joined forces with White Sun, contributing vocals to the Grammy®-honored Mystic Mirror. ALYA’s success extends beyond music as she leads initiatives for immigrant women through Michelson Philanthropies.
ALYA
Singer-Songwriter
Challenges and desires of artist
Growing Organic Visibility in a Competitive Market
In collaboration with Devine Jamz Gospel Network, ALYA aims to share a resonant message with “Hope,” targeting listeners from all walks of life. The song encourages reflection on unity rather than division, inviting everyone to find common ground and resilience. “Hope” stands as a beacon for those seeking light in the darkness and serves as a rallying cry for collective action. By leveraging programmatic audio platforms, ALYA ensures her message reaches a broad audience, amplifying the song’s impact.
Pivoting Strategies Presented Through Consultation
High-End Marketing Guided By Devine Jamz Gospel Network:
1. Programmatic Advertising: Targeted Display and/or Video Advertising delivered through exclusive Ad networks.
TACTICS & MEASUREABLES
Desired Tactics: Programmatic Audio – Audio Ads Across Platform Such as Spotify, Apple Music, Google Play, Radio.com, Etc. – Reach A Target Audience Beyond The Reach Of Terrestrial Radio
Desired Measurable: High Number Of Impressions – High Number Of Download – Increase Brand Awareness
Expected Impressions -156,200
Comments: Collaboration On Creative, Content, & Narrative
DEDICATED SERVICE
Monthly campaign reporting and client facing dashboard
Unlimited phone and email support with dedicated marketing specialist Campaign setup and management
2. Email Marketing: Targeted mass email campaign to customer based on demographics, behavior and location.
TACTICS & MEASUREABLES
Desired Tactics: Email Marketing (B2C)
Email Retargeting – Deliver Your Message Or Promotion Directly To The Inboxes Of Your Listeners – Retarget Only The Openers And Clickers Of The Emails For Follow-Up Messaging Desired
Measurable: High Number Of Impressions
High Number Of Downloads – Increase Brand
Awareness – Email Marketing (B2C)
Expected Impressions – 83,333
Email Retargeting Expected Impressions – 41,667
Comments:
Affiliate Partner Collaboration On Creative, Content, & Narrative.
Monthly campaign reporting and client facing dashboard
Unlimited phone and email support with dedicated marketing specialist.
Campaign setup and management.
Problem analysis
1. Lack of Faith-Based Engagement
Previous projects lacked faith-based engagement and a multimedia presence.
2. No Faith-Based Marketing Strategy
Alya lacked marketing support that could guide her and develop a strategic long-term game plan.
Our solution
The Devine Jamz Gospel Network executed a comprehensive marketing campaign for Grammy-winning artist Alya’s inspirational single, “Hope.” This campaign consisted of eight Programmatic Video Ad campaigns aimed at contemporary Christian music fans. The campaign strategically targeted listeners of Christian and mainstream radio stations and leveraged major streaming platforms. Google Ad Network served as the primary delivery source for video ads.
1. Programmatic Advertising (2 Months): Targeted Display and/or Video Advertising delivered through exclusive Ad network.
TACTICS & MEASUREABLES
Desired Tactics: Programmatic Audio – Audio Ads Across Platform Such as Spotify, Apple Music, Google Play, Radio.com, Etc. – Reach A Target Audience Beyond The
Reach Of Terrestrial Radio
Desired Measurable: High Number of Impressions – High Number Of Download –
Increasing Brand Awareness
Expected Total Impressions of 60,000
Comments: Collaboration on Creative, Content, & Narrative
DEDICATED SERVICE
Monthly reporting and unlimited phone and email support with dedicated marketing specialist
Campaign setup and management
2. Email Marketing B2C (2 Months): Targeted mass email campaign to customers based on demographics, behavior and location.
TACTICS & MEASUREABLES
Desired Tactics: Deliver Your Message or Promotion Directly to The Inboxes of Your Listeners
Expected Total Impressions 100,000 Awareness – Email Marketing
3. Email Retargeting B2C (2 Months): Retarget Only the Openers And Clickers of Emails for Follow-Up Messaging
TACTICS & MEASUREABLES
Desired Measurable: High Number of Impressions – High Number of Downloads – Increase Brand Awareness
Expected Total Impressions 66,666
Comments: Collaboration on Creative, Content, & Narrative
Monthly reporting and unlimited phone and email support with dedicated marketing specialist
Campaign setup and management
Results
Programmatic Video Ad Campaign
Here are the key trends observed from the Alya (Hope) – Programmatic Consolidated Ad Campaigns:
- Google Campaigns: Strong Impressions and Conversion Rates
- Google Traffic Campaign: Generated 184,167 impressions and 2,378 clicks, leading to moderate engagement with 6,008 interactions.
- Google Conversion Campaign: This campaign was highly effective, with 2.31 million impressions, 7,292 clicks, and 5,837 conversions. The conversion rate was strong at 5.74%, suggesting that the campaign effectively reached the target audience.
- TikTok Campaign: High Engagement
- TikTok Ad Campaign: Delivered 714,761 impressions and an impressive 366,944 clicks. Engagement was high (with 631,597 video views), conversion data was not reported with the campaign goal selected. The focus on clicks and video views indicates that the campaign was more effective in generating awareness and engagement rather than direct conversions.
- Meta Campaign (Facebook/Instagram): Focused Engagement
- Meta Ad Campaign: Generated 78,355 impressions with 1,896 clicks and 15,359 post engagements. While the number of clicks was lower than other platforms, the engagement was relatively high, showing that users who interacted with the ad were highly engaged with the content.
- Spotify Campaigns: Lower Impressions but Targeted Reach
- Spotify Ad Campaigns: Across three sets, the Spotify campaigns delivered impressions ranging from 1 million to 1.2 million. While clicks were moderate (between 25,000 and 30,000), the completion rates were impressive, with some campaigns achieving up to 90% completion rates, suggesting that Spotify users were highly engaged with the ad content.
- Hypeddit Campaign: Limited Clicks with High Impressions
- Hypeddit Ad Campaign: Generated 457,755 impressions but only 351 clicks, indicating that while the ad reached a large audience, it did not drive significant user engagement or conversions for the song format and style.
- General Insights Across All Platforms and Affiliated Networks:
- Impressions vs. Engagement: The campaigns with the highest number of impressions (Google Conversion and TikTok) showed strong engagement, with large numbers of clicks and video views. However, platforms like Meta and Hypeddit, despite delivering fewer impressions, provided more niche engagement.
- Conversion Focus: Google campaigns were the most effective at driving conversions, particularly through the Google Conversion Campaign, which stood out in performance with a high conversion rate.
- Platform-Specific Strengths: Each network delivery to the landing page showed its strength: Google for conversions, TikTok for video views and clicks, Meta for post engagements, and Spotify Advertising Network for content completion rates.
Recommendation for Continuing Campaign Success
Focus on Google Ad Delivery for Conversions: With proven success in driving conversions, future campaigns should leverage Google’s strong targeting capabilities to increase direct actions.
Tune In to KJAG FM Radio for a Musical Journey
Join us for an extraordinary musical experience as ALYA, the enchanting vocalist of the Grammy®-honored album Mystic Mirror, takes the spotlight on KJAG Radio!
Unforgettable Duet with Eric Clapton
The interview’s pinnacle moment unveils ALYA’s collaboration with legendary Eric Clapton on “Silent Night.”
Their exceptional vocal synergy transforms this beloved Christmas carol into a magical winter wonderland of sound and emotion. Brace yourself for a mesmerizing journey through the realms of music!
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