Rocket Fuel uses AI to reach an elusive niche audience for CMG, outperforming the competition by 2:1

Advertiser

Concord Music Group (CMG) was formed in 2004 with the merger of Concord Records and Fantasy Records. They later merged with Telarc Records and Rounder Records to build a roster of current artists and legendary catalogs. CMG is now one of the largest and fastest-growing independent music companies in the world. Part of CMG's mission is to "enrich lives by providing music of timeless appeal in innovative ways." This commitment to the music-loving public recently found acclaimed U.S. musician Kenny G and popular Indian musician Rahul Sharma collaborating on a record. When CMG wanted to promote this unique collaboration to a very niche audience, it turned to Rocket Fuel for help. 

Campaign goals

•    Generate awareness of disc release
•    Sell discs

Audience

•    Males 30 to 55
•    Female household purchasers 35+

Advertiser challenges

•    Connecting with a very niche audience
•    Selling discs to a tiny fan base

Most productive content categories

•    Celebrity News
•    Radio
•    Online Journals
•    Multimedia Software

Rocket fuel usage results

•    Rocket Fuel performed well above previous campaign benchmarks
•    Beat competitors by 2-to-1
•    Campaign led to increased awareness and enhanced sales

Why Rocket Fuel?

•    Audience Booster optimizes on its own
•    Will be able to use data gathered here for future campaigns
•    Superior technology
•    Tireless customer service

Products used

•    Audience Booster

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