Success Story

Samsung Raises the Volume on Their New Speakers

Ad Recall

164% lift in recall of Samsung ads on Spotify compared to control.

Attribute Rating

17% lift in interest for Bluetooth speakers for phone compared to control.

Relevance

77% agree ad is relevant to me (1.2x industry benchmark).

Samsung debuted their new smart speakers with a multi-format campaign and creative that felt relevant in the moment.

Brief:
When Samsung planned to debut two of their new smart speakers, they wanted music to be a key part of their campaign, as it is an essential medium to communicate with their audience. They sought to raise awareness of the new speakers among their target audience, adults 18-45 in the Netherlands.

Solution:
Spotify leveraged a multi-format campaign that would drive awareness through attention-grabbing Homepage Takeover, and spread their message via sight sound and motion with video. Samsung used Spotify’s Sponsored Sessions to reward users with 30 minutes of ad-free listening after they watched a slick video about the new speakers. Samsung also referenced Spotify’s playlist in their ad, which got users' attention and felt relevant to the moment they were listening in.

Impact:

  • The campaign ads were noticeable on Spotify, leading to a 164% lift in ad recall on the platform.
  • The campaign helped generate interest in the speaker industry, driving a 17% lift in those who wished to buy Bluetooth speakers for their phone.
  • The ads were deemed very relevant to the Spotify audience. 77% of listeners felt the ads were relevant to them.

Formats: Homepage Takeover, Sponsored Sessions, Video Takeover, Desktop Overlay, Mobile Overlay
Market: NL
Flight: December 2017
Source: LeanLab, 2018 // Sample size: 600 Spotify listeners

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