Songfinch is a personalized songwriting experience unlike any other. With its unique service, consumers can express their emotions and send a musical message to their loved ones through custom songs created by talented artists curated by Songfinch.
Songfinch had grown substantially since its founding in 2016, but had not yet found a growth strategy that enabled them to scale efficiently while maintaining a 2+ ROAS. With such an interesting product, we knew that through relentless testing it was just a matter of time before the team at Pilothouse could help them achieve their goals.
Summary of Results
maintaining a 2.15 ROAS
YouTube at a 4.0 ROAS
Songfinch approached us for support with their rebranding efforts. As part of the process, we conducted extensive contrast testing to determine the most effective creative styles for their brand. After analyzing customer reactions, it became clear that reaction videos featuring customers capturing their loved ones' reactions to their custom songs were the most impactful. To further enhance the authenticity of the videos, we added captions that provided context and relatability.
Our initial focus was on Tier 1 countries (CAN, US, IRE, UK, NZ, AUS). The testing and refinement process continued until we found the winning creative formula, which we then rolled out globally. To reach even more customers, we added new variables such as music and general interest stackers and created performance-focused landing pages that allowed us to tap into new audiences.
One of the major factors that contributed to our success was the feedback loop we established with customers. This loop encouraged them to capture genuine reactions and submit their video content, which allowed us to test and scale our approach quickly. As a result, we were able to achieve enormous success in just the first three weeks of our global rollout.
TikTok was the perfect platform for Songfinch to showcase its emotional custom songwriting service. The unique and genuine reaction videos resonated with the TikTok community, leading to a significant increase in revenue and conversions.
In the first 30 days, Songfinch's revenue grew from $0 to $250,000 on the platform and they gained 3,500 conversions in the first three months.
The success on TikTok allowed us to quickly test and optimize for different audiences and matrixes.
One of the goals was to increase the top-of-funnel revenue while maintaining the efficiency of the account. We split-tested ad copy, used high-intent keywords and segmented top-of-funnel search campaigns to maximize click-through rates. We also expanded our reach to English-speaking countries outside the US, including Australia, the UK, and Canada, before eventually expanding across Europe.
We pioneered new performance-based audience targeting strategies that brought in a mix of top and bottom-of-funnel traffic that was both cheaper and higher intent than the average. This was complemented by comprehensive YouTube retargeting that showcased tailored advertisements based on users' positions in the funnel.
As a result of these efforts, Songfinch saw a 333% YoY increase in in-platform revenue, generating $6.9 million at a 4.82 return on ad spend.
What We Did (Simplified)
Leveraged authentic customer reactions, showcasing the emotional impact of their custom songs, and optimized with captions for enhanced authenticity and relatability.
Carefully selected and tested the right audience TOF, expanding to English-speaking countries, using innovative targeting techniques, and using retargeting ads on YouTube.
With the right content strategy and audience, ecosystem efficiency increased enabling the team to improve the scale of Songfinch customer growth.
The key to the success of Songfinch was the cross-platform collaboration, which allowed Songfinch and Pilothouse to expand creative testing and maximize both ad spend and velocity. This approach led to significant growth for the company, and in 2022, Songfinch was named the 166th fastest-growing company in the US by Inc. 5000.
We thought we were hitting our biggest peaks, but every single month has been the best month ever! We've been able to hit $3M in a single month, which was a big goal for us.