Case Study: BMG UK achieves 11‑point awareness lift, 16‑point ad recall lift and 6.5M reach with Instagram

BMG UK - Customer Case Study

BMG UK, part of one of the world’s largest music publishers, needed to promote Kylie Minogue’s album DISCO during a nationwide lockdown. With live shows canceled, the challenge was to recreate the magic of a concert experience and keep fans engaged from home.

Working with Studio Moross and Facebook Creative Shop, BMG built two Instagram Story AR effects using Spark AR that let fans insert a performance version of Kylie into their own spaces and even star alongside her. Promoted via the artist’s profile, ads and organic posts, the campaign reached 6.5 million people and drove an 11‑point lift in awareness and a 16‑point lift in ad recall.

BMG UK

Sam Hill

Senior Director, Digital Marketing