GOLDIE BOUTILIER

In November 2022, Goldie Boutilier underwent a rebrand from her former major label persona as Goldilox, with Cowboy Gangster Politician becoming the first of her independently released works to appear on her new Spotify profile. We were tasked with the promotion of the EP as a first venture for her new brand.

Our focus was on activating streaming, specifically Spotify due to its unrivalled discovery algorithms that, if triggered, would continue promoting Goldie’s music to a qualified audience long after our work on the campaign was complete. Since its launch, the EP has performed at an exponential rate of success, amassing over 6M streams at time of writing. Discover Weekly took over as a hands-off marketing driver for Goldie and ROI was achieved within 6-months; an impressive feat on a campaign with no physical release.

We utilized third-party playlist pitching and advertising as our main tactics to achieve this goal, and thanks to an abundance of high-quality creative provided by Goldie, ad campaigns performed at an outstanding cost-per-result to drive huge streaming numbers and lasting fandom. This campaign is an example of the importance of premium creative, even in an authenticity-focused and social-first world.