Diplo Sound Packs: Artist-Driven Growth for Sounds.com
For Sounds.com's first major artist-led acquisition campaign, I developed and executed the GTM strategy for Diplo's exclusive sound pack—driving a 150% increase in free trials and cutting churn by 27%, while activating high-impact brand partnerships and creator communities.
Turning a Celebrity Drop into a Scalable Growth Engine
This campaign marked our first-ever collaboration with a top-tier artist—Diplo—and a significant financial investment. I transformed it into more than just a one-off spike by pairing immersive creative, cross-brand partnerships, and lifecycle content strategy to maximize both acquisition and retention. The approach became a repeatable model for artist-led campaigns moving forward.
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Overview & Goals
Diplo's exclusive sound pack launch was our biggest acquisition push to date on Sounds.com. As the first celebrity-driven campaign, it required a GTM strategy that could deliver outsized user growth and sustained engagement to justify the investment. My role was to design and lead that strategy—turning cultural buzz into real product momentum.
Goals
- Maximize new user acquisition from Diplo launch campaign
- Retain new users through integrated content, email journeys, and product education
- Increase trial starts and minimize churn from the initial cohort
- Build a cross-promotional strategy that elevated both internal and external partner brands
How We Did It
I led a multi-pronged marketing and retention strategy that combined immersive content, creator-driven UGC, strategic partnerships, and lifecycle email optimization—all tailored to move users from interest to activation.
- Produced elevated campaign creative including branded videos, motion graphics, and internal tutorial content
- Activated influencer and creator community to generate UGC and build social proof
- Launched co-branded partnerships with Melodics and Native Instruments, including custom lessons and landing pages
- Built and deployed targeted email campaigns for onboarding, offer delivery, churned users, and non-claimants
- Designed dynamic content mapping strategy to deploy assets across key lifecycle stages
- Created full-funnel engagement flows using offer triggers, upsell nudges, and exclusive content drops
Results
Key Metrics
- Increased free trial starts by ~150% compared to baseline
- Reduced churn from 22% to ~16% for the initial campaign cohort (27% improvement)
- Drove significant ROI from our first celebrity campaign and established a repeatable GTM framework
- Strengthened brand equity via high-visibility partnerships with Native Instruments and Melodics
- Created an end-to-end lifecycle messaging model for future high-profile launches