Musiversal
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Musiversal is a B2B marketplace that allows musicians and creators to work together remotely. Growth Division was brought in to improve their paid social ad performance, and to run growth experiments across other channels. We more than tripled sign-ups to Musiversal, all while keeping CPL below the $30 target.
$1.2m
2,000
$30
The Challenge
Musiversal is a remote recording marketplace platform that makes it easy to work with world-class recording musicians. When Growth Division started working with them, they were already signing up around 500 new musicians every month.
THE GROWTH STRATEGY
Phase 1 of working with Musiversal was all about auditing. We reviewed Musiversal’s account setup, creatives and strategy to understand what was working, and then poured these learnings into a new strategy designed to accelerate growth.
We then put this strategy into practice, managing the ad account on a day-to-day basis, as well as producing all creatives (until Musiversal hired in-house for this role).
01
Audited existing ad setup and co-created a new paid media strategy aligned with acquisition goals.
02
Optimised campaign performance through daily budget management, audience refinement, and conversion rate (CRO) improvements on landing pages.
03
Produced creative assets including stills and videos to enhance engagement and ad effectiveness.
04
Implemented robust tracking systems and performance reporting, with daily data reviews and structured monthly and quarterly reporting.
THE CHANNEL MIX
Meta was Musiversal’s main focus, but we also ran growth experiments across other paid ads channels, such as TikTok, Google Ads, and YouTube.
We saw an immediate, significant drop in CPL within the first month of working with Musiversal. The following months were a little choppier as we tested different creatives and Musiversal built out its own team. But soon, both teams were working together as a true partnership, and we started regularly setting new acquisition records in terms of both volume and CPL.
"The team was very smart, down-to-earth, and open-minded"
“Growth Division’s work has increased our platform sign-ups and decreased the campaign’s customer acquisition cost (CAC). The team was very smart, down-to-earth, and open-minded. Growth Division delivers work on time, communicates clearly, and is responsive to our needs."
THE IMPACT
After a year of working alongside the Musiversal team, we were generating 2,000 leads per month (up from 500), while keeping CPL under the $30 target.
We surpassed both Musiversal’s 1,800 leads per month target and their $30 CPL target 7 months ahead of schedule. This gave Musiversal an excellent head start on its growth targets and added £1.1M ARR to its bottom line.
$1.2m
2,000
$30
The team that made it happen
Knowing they were likely to be making in-house hires soon, Musiversal needed a team of experts to take their ad performance to the next level, – but they also needed the ability to switch up resources as needed. Growth Division’s model gave them the flexibility to work with real channel experts around a changing in-house setup.
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