Case Study: Universal Music Group achieves 260,000+ video views from hard-to-reach heavy-metal fans with Taboola High Impact

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

Universal Music Germany’s Marketing Labs promoted Metallica’s 2020 album S&M2 and needed to reach high-quality heavy metal fans in the German market who are traditionally hard to find on social networks. As part of Universal Music Group, the team sought an innovative, scalable way to deliver emotionally driven video content outside social feeds.

They ran a video campaign with Taboola High Impact to place hero video units on premium publisher homepages using Taboola’s AI targeting. In four weeks the campaign delivered 260,000+ video impressions from Metallica fans in a brand-safe, high-attention environment, expanding reach beyond social channels.

Universal Music Group

Katharina Simeth

Digital Advertising Manager