Folk Bitch Trio is an Australia-based group currently signed to Jagjaguwar. This past Spring, I created a mock marketing plan focused on driving vinyl sales for their then-upcoming release: Now Would Be A Good Time. The campaign centered around paid ads created for Instagram that focused on pushing fans already familiar with the group to follow smart links to purchase vinyls from their Shopify storefront. Thinking about the customer journey funnel, I did a lot of research on the group’s audience to ensure those that were targeted were already familiar with the group, so as to not target those unaware of the group to buy an album they knew nothing about. I used Chartmetric, Viberate, and what I could gather from Instagram for my research. Their album is out now, so check it out!
I focused on Instagram primarily for advertising due to it seeing large amounts of traction and growth from other marketing efforts by the group.
The ads were largely placed in Australia and the United States, as those were their top two markets. Cities like Chicago, New York, Brisbane, and Melbourne were among the areas that saw high growth rates and raw numbers of fans.
For the ad creative, I had several different ideas. One of which was to utilize a scrapbook style of animation that, through my research, I found to be growing in popularity on Instagram. This was a style of design I was familiar with and excited about, based on a few past mock campaigns I created. To the right is an example of an animation I created for a great band named The Wickies, signed to BaDaBing! Records.