Witchpost
Chillout and Dreaming Release
Paid Media Strategy — Witch Post, "Chill Out" & "Dreaming" Singles
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I ran paid media strategy across Spotify, Meta, and YouTube supporting the rollout of singles "Chill Out" and "Dreaming" for Witch Post, the alt-rock duo of Alaska Reid (Montana) and Dylan Fraser (Scotland) — two established solo artists channeling '90s alt-rock influences like the Pixies and Sonic Youth into a new band project. As a debut act formed by artists with existing but separate fanbases, the challenge was building a fanbase for the band itself, not just borrowing from Alaska's and Dylan's.
On Spotify, I managed ad placements that reached over 10,000 listeners and converted 1,000 of them into new fans — a 10% conversion rate that signaled the music was landing once people heard it, not just being served.
On Meta, I ran structured creative testing across ad formats to identify what resonated with the duo's audience, using the results to concentrate spend behind winning formats — driving strong engagement at a low cost-per-click.
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I ran paid media strategy across Spotify, Meta, and YouTube supporting the rollout of singles "Chill Out" and "Dreaming" for Witch Post, the alt-rock duo of Alaska Reid (Montana) and Dylan Fraser (Scotland) — two established solo artists channeling '90s alt-rock influences like the Pixies and Sonic Youth into a new band project. As a debut act formed by artists with existing but separate fanbases, the challenge was building a fanbase for the band itself, not just borrowing from Alaska's and Dylan's.
On Spotify, I managed ad placements that reached over 10,000 listeners and converted 1,000 of them into new fans — a 10% conversion rate that signaled the music was landing once people heard it, not just being served.
On Meta, I ran structured creative testing across ad formats to identify what resonated with the duo's audience, using the results to concentrate spend behind winning formats — driving strong engagement at a low cost-per-click.
