This campaign demonstrated a clear shift from physical to digitally-led monetisation, achieving a remarkable ROAS of 1’168%. Over 64% of album pre-orders came through paid media. A two-phase strategy — starting with incentive-driven conversions (17% higher ROAS), followed by personalised video content — built sustained momentum. Notably, vinyl outsold CD, reflecting changing fan behaviours and the power of targeted digital campaigns. The campaign drove awareness and high-intent traffic, helping the album reach #1 in Switzerland.

  
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