Napster - ADD3

Search Engine Marketing & Optimization

Strategies Outside The Music Box

Add3 is turning up the volume on digital marketing with unconventional strategies and taking advantage of an untapped market.

Search Engine Marketing & Optimization

Napster

Music Has No Targeting Boundaries

In usual Add3 fashion, we knew the best strategies came from thinking outside the box. So, we decided to explore where no one had.

Our Paid Search team took Napster’s standard search campaign and duplicated it. From there, we targeted users who had their browser set to a non-English language but were still located in the US. Traditionally, marketers only target English audiences; but just as music has no boundaries, we too like to push the envelope and find new methods in unfamiliar places. Knowing that our strategy was unconventional, we took full advantage of the untapped market.

To maximize efficiency, we tested multiple languages to find the selections with enough volume at the right price. One of the benefits of targeting a different language is that traffic is much cheaper due to the lack of competition. In turn, we got great, qualified traffic at a fraction of the cost.

We could assume that the potential customers we were reaching were bilingual, meaning that our ads, landing pages, and keywords could remain in English. We were able to save time and money by not having to repurpose those assets in a different language setting.

Market-defining results

These numbers reflect how our unique strategy allowed Napster to cut through the over-saturated and high-cost market in order to reach new, qualified customers.