Dios - a 3-man band from Japan wanted to explore a new audience with the release of their lead single 'Darkroom' - building up their fans across South-East Asia with a combination of media PR and YouTube Ads.
With an eery and creative MV - we targeted South-East Asian anime fans who were familiar with the anime creator Masanobu Hiraoka - opening up Dios to a new gaming & anime audience. With a budget of $2000 we: Drove 880,000 impressions and 411,000 views for new listeners in South-East Asia - with a CPV of $0.40. Fan excitement drove direct purchases to fan merch (tees & hoodies). The MV has since gotten over 2.4M views. Utilised the buzz from MV to land media placements in KKBOXX (Singapore & Malaysia) and radio interview on BFM Malaysia, as well as over 10 Spotify Japan playlist additions.
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