Boza / TikTok for Business
TikTok for Business" Official Success Stories: Boza (Sony Music Central America & Caribbean)
Release Strategy · FanConnect 360° · Paid Media · Content Strategy
October 30, 2023
About the project
For Boza, as an up and coming artist, the key to success is strategic targeting to reach the right consumers, ultimately finding loyal fans. Using our 360 approach to artist launch and focusing delivery on highly engaged consumers, the team was in search for a platform with high reach, engaged audiences and music as a core component. They knew TikTok was a critical component of a successful campaign to connect with the right users through content and music.
The solution
To maximize artist recognition, Ranked Music turned to Spark Ads, TikTok's most native solution, which allowed artists to use their organic content to connect with new audiences, giving users a real glimpse into their brand. Ranked Music used broad targeting options which successfully allowed the platform to reach the most appropriate audiences efficiently. To maximize the musical exposure, they paired their targeting with music clickability while they encouraged users to engage with the latest launch. Their artist was able to connect with new listeners, keep full creative control, and establish connections not only through their content but, most importantly, the music they created.
Results
In TikTok, when creators speak authentically, users respond positively. The TikTok community responded very well to the artist's content, generating a 2.5X increase in engagement vs expected. Ranked Music also correctly bet on the musical component of TikTok. Surpassing their expectations, artists saw a 91% increase in music clicks vs the established benchmark for the campaign. Through this, they had a significant growth in the following of the artists' TikTok account, a 105% increase vs the start of the campaign.
Check the full case study here: http://www.tiktok.com/business/en-US/inspiration/rankedmusic-sonycentroamerica-artist-awareness