Case Studies

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Case Study

Diageo Smithwicks | Spotify

Brief

Diageo wanted to drive awareness of Smithwicks and position it as the midweek drink of choice.

Proposal

  • Run a Spotify’s Headliner format in for the first two Wednesdays of the campaign.
  • Combine this with an always on Display and Audio approach.
  • Utilise Send me a Sample technology to enable users to taste the product.

Strategy

A multi format Headliner campaign ensured maximum visibility and reach on the first two Wednesdays of the Smithwicks campaign. This built the association between Smithwicks and the midweek moment.

Midweek headliners combined with always on audio and display approach ensured high reach drove redemptions in an industry first.

With pubs closed we provided an innovative solution for trialling the product in the comfort of the home via their voice assistant.

Results

  • This campaign saw great engagement with some formats receiving over 4 times our usual CTR’s and all others performing over the industry benchmarks.
  • The headliner formats ensured maximum reach with high impact for the brands association with the midweek moment.
  • The always on approach appropriately educated users how to redeem their free sample.
  • The campaign was shared and talked about on Social platforms from users receiving their sample in the post, further driving brand awareness.

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