Britpop Album Marketing

A.G. Cook. Britpop Album Campaign (PC Music / New Alias)

The work started with audience research: mapping A.G. Cook's core fanbase against adjacent scenes like hyperpop, PC Music's wider roster, experimental electronic, and the UK indie audiences the album's title deliberately played with. This informed a layered audience architecture built end to end — custom audiences seeded from the artist's email list, retargeting pools built from video viewers and social engagers, and lookalike audiences modeled off the highest-value segments, deployed across all four platforms.

Rather than launching with assumptions, I ran structured A/B testing across audience segments and creative variations, testing hooks, formats, and messaging angles to identify what resonated with each platform's audience. Reddit, in particular, required its own approach, targeting niche communities where PC Music discourse already lived rather than broad interest categories.

Throughout the flight, I monitored performance data daily, reallocating spend toward the strongest audience and creative combinations and cutting underperformers early. The result went above industry benchmarks: a 15%+ CTR on Meta and a $0.5 cost-per-click, significantly below the platform average!