In 2020, Fanta wanted to build on their association with Halloween and encourage users to embrace the fun side of Halloween at home.
Proposal
Create and record a bespoke audio ad to support the campaign’s message and drive association.
Create a Fanta Branded Profile on the platform with a Halloween playlist of songs best suited to the brand’s target audience and the campaign’s message.
Drive users to the playlist through a dynamic multi-format campaign.
Strategy
We worked with Fanta on building the perfect Halloween party playlist that users could enjoy while they celebrated Halloween at home.
We targeted relevant users as they streamed content that was contextually relevant to the campaign’s message (that is, party playlists).
We helped create a unique Halloween playlist with content relevant to the campaign’s audience. Users were driven to the playlist with a multi-format approach.
Results
The playlist had a high reach across both Premium and Free (ad served) users.
The Halloween playlist received over 16,000 streams.
The campaign delivered over 1.5 million impressions.
The bespoke audio ad delivered over double the expected clicks.
Through bespoke creatives, relevant targeting and a custom-made playlist, this campaign significantly strengthened the brand’s association with the entertaining side of Halloween.
Diageo wanted to drive awareness of Smithwicks and position it as the mid-week drink of choice.
Proposal
Run the Spotify Headliner format for the first two Wednesdays of the campaign.
Combine this with an always-on display and audio approach.
Initiate ‘Send me a Sample’ technology to enable users to taste the product.
Strategy
Use of the Headliner format ensured maximum visibility and reach on the first two Wednesdays of the campaign. This developed a firm association between Smithwicks and the mid-week moment.
The mid-week Headliner, combined with always-on audio and display approach, ensured high reach and drove redemptions for an industry first.
With pubs and bars closed during 2020, Digitize provided an innovative solution for testing the product in the comfort of the home, via voice assistant technology.
Results
This campaign saw extremely robust engagement with some formats receiving over four times our usual Click-Through Rates, and all other formats performing over the usual industry benchmarks.
The Headliner formats ensured maximum reach with high impact for the brand’s association with the mid-week moment.
The always-on approach correctly educated users on how to redeem their free sample.
The campaign was shared and talked about on social media platforms as and when users received their product sample in the post, thereby further driving brand awareness.
