CASE STUDY  

Universal Music Group & Metallica

Metallica Reaches Heavy Metal Fans Who Don’t Frequent Social Media with Taboola High Impact

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Metallica Reaches Heavy Metal Fans Who Don’t Frequent Social Media with Taboola High Impact

  • 260,000+ Video Views From Heavy Metal Fans

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Company

Universal Music Group (UMG) is the world’s leading music company. They own and operate a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content in more than 60 countries. Universal Music Germany’s Marketing Labs creates – together with UMG’s labels and where needed with external partners – pioneering campaigns, tools and communication channels for UMG’s artists.

Challenge

For the Universal Music Germany Marketing Labs campaign promoting Metallica’s 2020 album release, S&M2, they were looking to reach high-quality audiences that are traditionally hard to reach on social networks in the German Market.

Solution

Use Taboola High Impact, Taboola’s solution for brand awareness, to distribute high-quality audiences on premium publisher sites with video.

Results

UMG saw 260,000 video impressions from Metallica music fans in just four weeks through highly impactful hero placements on publisher homepages.

Introduction

Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content in more than 60 countries. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans.

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Universal Music Germany Reaches Audiences at Scale on Premium Publisher Sites in Germany

Universal Music Germany Reaches Audiences at Scale on Premium Publisher Sites in Germany

Universal Music Germany’s Marketing Labs created a campaign for
Metallica’s 2020 album release, S&M2. On Metallica’s album S&M2
heavy metal meets classic music in a live concert of Metallica and the
San Francisco Symphony — which creates an immersive experience
for which a video ad format is a perfect fit. Universal Music Germany is
always looking for ways to be innovative and reach new audiences at
scale, so they looked to Taboola, their go-to native partner.

For this campaign, Universal Music Germany was looking to reach
new, high-quality audiences that are traditionally hard to reach on
social networks by deciding to reach music fans through videos playing
in high-impact placements on premium publisher sites targeted by
Taboola’s AI-driven recommendation engine.

UMG ran their video campaign using Taboola High Impact, a solution
for advertisers to raise brand awareness in moments of attention and
environments where they’re surrounded by professionally produced
editorial content.

“With the campaign Marketing Labs at Universal Music Germany
created, we were excited to promote Metallica’s ground-breaking new album. Taboola High Impact was a great way for us to extend our high
level of brand awareness for Metallica, and to promote this release in a brand-safe environment, as well as communicate emotional video
content on a larger scale.”

– Katharina Simeth, Digital Advertising Manager, Universal Music Germany

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“The marketing campaign for the 2020 Metallica album created at Universal Music Germany’s Marketing Labs called for a co-operation to further expand our reach to those high-quality audiences that are traditionally less active on social networks. Taboola was our go-to partner. We were very excited to be able to incorporate the new Taboola High Impact Solution into our campaign.”

- Frederik Landwehr, Head Of Digital Advertising, Universal Music Germany