Janusz Wawrowski
Integrated launch campaign for Violin Odyssey · Bacewicz Project — one of Poland's leading classical violinists.
An integrated launch campaign for Violin Odyssey · Bacewicz Project — Janusz Wawrowski's recording dedicated to the music of Grażyna Bacewicz. Across an eight-week window (10 February – 31 March 2025), three streams ran in parallel: organic social on Facebook and Instagram, a YouTube programme built around the release, and paid distribution on Meta Ads and Google Ads. The campaign treated the release as a moment to grow the artist's audience long-term, not a one-off push — and the numbers reflect it: 1.3M+ impressions, 12,400+ clicks into streaming services, on a total ad budget of ~5,000 PLN.
Delivered by Rafał Ceglarek — Founder & Lead
Communications & content planning
Editorial line and release-cycle calendar covering single drops, the album premiere, concert dates and partner moments. Posts published weeks before the official release to build sustained interest, mixing studio stills, recording-session footage and short-form reels per platform best practice.
Social media — Facebook & Instagram
Daily channel ownership through the launch window. Facebook impressions grew +25,331% to 203,960 with 98,853 reach; Instagram impressions grew +1,672% to 19,615 with 10,720 reach. Engagement on both platforms ran an order of magnitude above industry benchmarks for music in 2024.
YouTube channel management
Channel run as the primary surface for music releases — full performances, music videos and short-form formats. The release programme delivered 143,890 views and 1,803 hours of watch time across the window, with the top YouTube Short alone capturing 101,219 views (70% of project traffic). Click-through on thumbnails averaged 2.88% — above the 2.39% industry benchmark.
Meta Ads & Google Ads
Coordinated paid programme: Meta Ads delivered 254,128 impressions, 8,648 link clicks at 5.13% CTR (vs 3.17% industry) and 0.15 PLN CPC for ~2,000 PLN spend; Google Ads video reached 1,084,044 impressions for the awareness layer at 3,031 PLN spend. The combined CTR-driven Meta engine and reach-driven Google engine ran each on what they're best at.
