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Case Study: Virgin EMI Records achieves 32% uplift in in-store album sales with Facebook ads
A Facebook Case Study
Facebook and Instagram ads drive in-store album sales in the UK
Virgin EMI Records, part of Universal Music UK and home to artists like Taylor Swift and Rihanna, needed to relaunch Emeli Sandé after a lull since her debut. With a limited budget the label’s challenge was to drive awareness for her second album, Long Live the Angels, and increase in‑store album sales across the UK.
They ran a five‑month Facebook and Instagram campaign (Oct 6, 2016–Feb 26, 2017) that used pre‑release video teasers, retargeting, carousel/image/cinemagraph ads, a promoted Facebook Live performance and link ads pointing shoppers to retail locations. A dunnhumby study found the campaign delivered a 32% uplift in Emeli Sandé CD sales in physical stores, with 40% of the sales uplift coming from older adults.
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