Close this search box.


Brian McKnight

Project Overview

We were approached by the record label and management team for multi-platinum R&B star, Brian McKnight, with a goal to increase social awareness. McKnight’s new album was on the way, and his team was looking for various digital marketing efforts, including Facebook ad campaigns.

We successfully leveraged McKnight’s social audience by creating simple, highly engaging Facebook ads, which not only promoted Brian’s new album, but also produced more organic activity than paid activity.

At our campaign peak, McKnight’s weekly engagement surpassed Drake by 52% – no small feat considering Drake’s Facebook audience was over 95% larger (35.2m versus 1.5m).

Organic reach dwarfed paid reach in each campaign, with our most successful ad seeing a staggering 1207% organic reach over paid reach (503,446 organic versus 38,493 paid).


Social media marketing & management, ad campaigns


1207% difference in organic reach over paid
Facebook Top 10 weekly engagement among artist pages
10/10 relevancy scores

brian mcknight facebook ad organic vs. paid reach graph
Data source: Facebook Ad Manager

More Projects