trapsoul.wav

Marketing That Moves to a Different Beat.

Nightlife promotions in the UAE face strict regulations, especially around content that implies or features alcohol
Trapsoul.wav’s events included drinks packages, but mentioning this in ads risked platform and legal violations
The brand didn’t rely on big-name artists or commercial hits, making audience targeting crucial for turnout
Operated on a tight ad budget, with minimal room for testing errors or inefficient spend
Needed a structure to support scalable, policy-compliant advertising while maintaining the brand’s niche tone

Developed a creative ad strategy that emphasized music genres, vibe, and community—avoiding all references to alcohol or nightlife tropes
Ran A/B tests to refine audiences by interests (e.g., R&B, soul, alternative music), gender splits, age brackets, and engagement behaviors
Launched dark ads via Meta Ads Manager to deeply target curated audiences while keeping the feed uncluttered
Supported this with Instagram page ads for broader discovery and top-of-funnel engagement
Managed a lean ad budget of AED 5,000 over 4 months, ensuring no wasted spend
Set up backend ad infrastructure, allowing the client to easily scale and control future campaigns
Provided content guidance—what formats and phrases to use (or avoid) to pass compliance while still attracting interest

Weekly footfall remained consistently strong, despite running on 25–50% of the average industry ad spend
No ad rejections or policy violations—proving that compliant doesn’t have to mean boring
A niche, loyal crowd began to form, building a community around non-mainstream music
Client now operates with a tested, scalable framework for digital advertising—with clarity on creative direction, audience targeting, and budget efficiency
Trapsoul.wav solidified its brand as a go-to R&B and soul night, winning organically where others chase trends