AIVA · Technology
From Discovery to Creation
A full-funnel paid social plan for an AI music composition platform.
Industry
Technology
Capability
Paid Social Strategy
Communication gap
Relevance Gap
Status
Proposed media plan — 2025
01 — The challenge
Two jobs, one campaign.
AIVA lets creators compose original music with AI. Social media is simultaneously its largest discovery channel and its primary education channel — and those are different jobs with different audiences, formats, and success measures.
Treated as one job, the campaign fails twice: the discovery audience is told too much, and the consideration audience is told too little. The brief's real task was to separate them and fund each appropriately.
02 — The gap
How do you turn an unfamiliar creative tool into something creators understand, consider, and try?
This is a Relevance Gap. The barrier was not that creators had never heard of AI music generation — it was that they could not place the tool inside their own workflow. Awareness without a use case does not convert.
03 — Audience & research
Who the plan was built for.
The audience
- Content creators, indie filmmakers, game developers, and aspiring music producers
- Aged 18–35, digitally native and platform-fluent
- Heavy consumers of short-form and tutorial content
- Influenced by creator-led demonstration over brand claims
- Motivated by speed, accessibility, and creative control
Geography
Primary markets: the United States, the United Kingdom, and Canada — the largest concentrations of English-language creator activity.
Secondary markets: Germany, France, and the Netherlands, where creative-technology adoption supports efficient expansion once the primary markets stabilise.
"An unfamiliar tool is not an awareness problem. It is a sequence problem."
04 — Strategic solution
Give each platform one job.
Rather than running the same message everywhere, the plan assigns every channel a single funnel role and a creative format suited to it. The audience moves from seeing a track being made, to watching how it is made, to making one.
All creative is video-first, because the product is only convincing when it is demonstrated. Static formats support the argument; they never carry it.
05 — Execution · channel architecture
$250,000 across ten weeks and five platforms.
Proposed allocations. No media was purchased and no spend occurred.
TikTok
Discovery
30%
of proposed budget
Short-form vertical video showing a track composed in real time
Highest organic discovery potential among creators aged 18–35, and the format rewards demonstration over explanation.
YouTube
Education & consideration
30%
of proposed budget
Tutorials, walkthroughs, and screen-recorded demonstrations
Creators research tools here. Long-form is where an unfamiliar product earns credibility rather than curiosity.
Discovery & consideration
20%
of proposed budget
Reels, carousels, and creator testimonials
Bridges the visual discovery of Reels with the proof of creator-led social evidence.
Conversion
10%
of proposed budget
Retargeting to warm audiences with a clear trial prompt
Efficient re-engagement of people who watched but did not act — the cheapest conversion available.
X
Community & conversation
10%
of proposed budget
Participation in creator-economy and AI discourse
Where the conversation about AI creative tools is already happening, and where credibility with early adopters is either built or lost.
Weeks 1–3 · Testing
Creative, audience, and format A/B testing across all five platforms to establish which combinations earn attention and which earn trials.
Weeks 4–10 · Optimisation
Budget reallocated toward demonstrated performance rather than held to the opening split, with creative iterated against the strongest early signals.
06 — Objectives & measurement
Six KPIs, all proposed targets.
This is a proposed media plan. It was not executed, no budget was spent, and no performance data exists. The measures below define how success would have been judged.
The measurement logic is deliberately sequential: reach and completion rate govern the discovery platforms, click-through and cost per click govern consideration, and cost per acquisition and trial-to-paid conversion govern the closing weeks.
07 — Reflection
"Media planning is audience strategy with a budget attached."
Every percentage point in an allocation is an argument about what the audience needs at that moment — discovery, proof, or a reason to commit. Writing this plan was less about choosing platforms than about deciding the order in which understanding has to happen.
Independent media brief developed through graduate study at USC Annenberg. AIVA is not a client, and the plan was not commissioned or executed.
