MusicPortland Bridge is a grassroots, nonprofit advocacy group of music professionals who believe powerful change can only be created when a diverse coalition of people exercise their collective influence. The MusicPortland Bridge team organized the initial Portland Music Month in January 2022 to kick off a great year of Portland music while raising funds to empower the artist community all year long.
Goal:
Anvil’s goal for MusicPortland Bridge was to increase traffic to the Portland Music Month site and ultimately drive attendance, event awareness, and donations. While direct sales were not available on the site, a calendar of events was available with links to respective venue sites where one dollar from every ticket sale went towards MusicPortland Bridge’s Independent Musician Empowerment Grant.
Strategy:
Anvil’s strategy for MusicPortland Bridge revolved around a Google Search & Display Campaign along with various Meta Platform Ads. In early January, just as the campaign was gaining traction, The Omicron Variant of COVID-19 grasped the Portland area. Shows were being canceled or rescheduled on a daily basis. As a result, MusicPortland Bridge was forced to reduce budget and Anvil refocused their strategy from event attendance to donation requests.
Results:
Even with the surge of Omicron crushing momentum and budget, Anvil generated the following outstanding results for MusicPortland Bridge:
- 746,000 Total Impressions over the 6-week campaign
- A Meta Click Through Rate of 1.92%; 384 % above the average of 0.5%
- A Google Display Click Through Rate of 0.74; 370% above the average of 0.2%
- A Google Search Click Through Rate of 3.11%; 155% above the average of 2%