From baseline measurement to growth plan: how Unisono structures its digital strategy with a Performance Audit
Full-service
The report combined strategic insights with concrete next steps. We still use it as a working document: it forms the basis of our collaboration with Hybrid.
Véronique Cheyns, Marketing Manager Unisono
Challenge
Unisono had a strong social mission but lacked a digital structure to bring that mission to life online. The organization was looking for insight, direction, and a sustainable foundation for growth.
Background
Unisono was founded by Sabam, PlayRight, and SIMIM with a clear goal: to create a fairer and more transparent compensation model for the use of music in businesses. The organization ensures that companies and event planners who use music contribute to fair remuneration for the creators.
Although the social mission was clear, the digital foundation lagged behind. There was a need for insight, structure, and a guiding plan. That’s why Unisono chose to collaborate with Hybrid through a Performance Audit.
The challenge
The audit served as a baseline measurement for the entire digital operation of both Sabam and Unisono.
“We wanted to know where we stand today in terms of digital performance. The audit gave us a clear overview and helped us set our priorities,” says Véronique Cheyns.
The focus was on two strategic pillars: strengthening online inflow and repositioning the brand image. While Sabam focuses on member recruitment, Unisono primarily aims to generate more license requests and evolve from a “bureaucratic toll” to a “partner in music use.”
Why Hybrid Agency?
Unisono chose Hybrid for its combination of strategic insight and practical applicability. The audit process was structured, featuring a central Excel sheet for data collection and a comprehensive presentation involving both communication and marketing teams.
According to Unisono, the strength lay in the concreteness of the recommendations:
- Examples of email flows
- Campaign structures
- Content suggestions
As a result, the report became more than just an analysis—it turned into a practical working document that still serves as the foundation for ongoing collaboration.
The collaboration
The audit brought new insights and confirmed existing assumptions. Thanks to improved tracking and a proper cookie banner, Unisono finally gained reliable figures on website traffic.
In addition, the first quick wins came through Google Ads and better data collection. Test campaigns in the Netherlands showed potential that is now also being leveraged in Belgium. Internally, the audit created more unity and direction: management and teams now work with one clear plan and shared priorities.
Results and impact
The Performance Audit delivered tangible and strategic impact:
- Reliable data collection and realistic session metrics
- Quick optimizations in Google Ads
- Clear priorities in management decisions
- Internal alignment around a unified digital course
- A foundation for sustainable growth and collaboration
This allowed Unisono to evolve from isolated actions to a structured, data-driven digital strategy.
The future
The collaboration with Hybrid continues in a growth trajectory focused on structural improvements in data, UX, and campaign performance. Step by step, Unisono is building a sustainable digital foundation that strengthens its social mission online as well.
Conclusion
The Unisono case shows how a Performance Audit not only uncovers pain points but also provides direction for sustainable growth. By measuring, structuring, and prioritizing, Unisono now has the building blocks in place to confidently expand its online strategy.