I ran this campaign as a pilot to help our Sheet Music team discover whether their audience was active on Facebook, and if advertising on the platform would be worth their time and money. Sacred Choruses was a new compilation of choral works edited by esteemed composer John Rutter. I capitalized on the notoriety of the editor by including a video featuring his commentary, and by prominently referencing his name in the ad copy. By directly targeting communities of choral performers and fans of John Rutter, we achieved click through rates far exceeding our internal benchmarks, and established that there was indeed an audience of enthusiastic choral music lovers active on Facebook.
During February, Black History Month in the United States, my team ran a multi-channel campaign to promote Oxford University Press's titles, journal articles, and reference content pertaining to key African American figures in history. I contributed to the larger campaign with ads on Facebook, LinkedIn, and Twitter. We saw the greatest success on Facebook, where we found an interested audience as evidence by great ad engagement and excellent click through rates.
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