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Soundraw is an AI music generation software that allows users to create and compose original, royalty-free music to elevate their content or projects. Soundraw knew the importance of influencer marketing and had hired a number of employees to help run their program internally, but they were getting bogged down in the daily, manual tasks of finding the right influencers, contacting them, negotiating, contracting, deliverable ideation, content oversight and performance analytics. With difficulty evaluating influencers at scale, crafting and distributing custom instructions and testing the effectiveness of different strategies, Soundraw came to Word on the Block to ease their burden and scale their influencer work.
Word on the Block tapped its network of over 100,000 influencers to find the perfect brand messengers for Soundraw, and structure a recurring campaign with the goal of testing different strategies to arrive at one that works and double down on that success. With thousands of music influencers on the platform, Word on the Block aggregated real offers from influencers for Soundraw to evaluate, bifurcated by content type: Music Teachers/Educators, Rappers/Hip-Hop Artists, Guitar players, Piano players, Dancers/Dance Music and Singers. Within each content category, influencers were further bifurcated by deliverable type: TikTok post, Instagram Reel, YouTube integration and Dedicated YouTube video. With the test campaign in place, Word on the Block managed the execution process and performance analytics while Soundraw sat at the ‘Campaign Manager’ level, overseeing the timeline and progress of each influencer in our dashboard.
After analyzing the performance of the campaign, we found that Rappers/Hip-Hop Artists posting a YouTube integration or an Instagram Reel performed far better than any other category, followed by Dedicated YouTube videos from Guitar players. With that knowledge, we structured subsequent campaigns around those influencer/deliverable types. Each influencer was also asked to provide usage rights to their content for Soundraw’s use in paid digital ads on Meta and Google properties. After 6 months of doubling down on these two influencer types, the program was consistently driving a click-through-rate of over 2.5%, over $7 in sales for every $1 spent, and an average cost per conversion improvement of 15% per month. To date, we have engaged over 100 influencers and have generated over 10 million views, with an average engagement rate of over 10.8%.
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