VeraLab radiates success with an immersive audio ad campaign on Spotify
VeraLab, a well-known Italian beauty brand with a focus on skincare, wanted to drive awareness for the launch of their new suncare product line right before the start of the summer season. The brand turned to Spotify to launch a campaign using ASMR audio ads paired with a Canvas looping visual—and achieved impressive results.
- +4M
Impressions
- 95%
Completion Rate
- 2X
CTR vs. Spotify internal benchmark
Media mix:
Brand vertical: CPG (Beauty)
Objective: Drive Awareness
Target audience: Gen Z (Ages 18-24), In-Car listeners (Ages 25+)
Market: Italy
Flight length: 4/4/24–29/4/24
Activation channel: Spotify Ads Manager
Format: ASMR Audio & Canvas Looping Visual
The Brief
VeraLab had two distinct demographics in mind for the campaign: Gen Zs, a potential target market for the brand, and the 25+ crowd who might be listening on the road.
The company hoped to establish a genuine connection between these groups and their suncare products ahead of a spike in seasonal travel. To get their message across to people who enjoy road trips and holidays—and therefore might be thinking about sun protection—they specifically wanted to explore immersive audio advertising.
The Solution
The brand chose to leverage audio ads on Spotify to engage a Gen Z audience, as well as users aged 25+ who listen to music and podcasts while driving. The ads incorporated ASMR audio, an immersive sound effect that's performed better than standard audio content in other campaigns.
The creative included audio of crashing waves, the voice of a man selling fresh coconut, and the sound of sunscreen being sprayed onto skin. To reach users in non-driving moments when their screens were in view, the brand enhanced these sounds of summer with a Canvas activation, telling a rich visual story on an eight-second loop as the audio played—and ultimately creating a sight-meets-sound experience to ignite users' desire for fun in the sun.
The Impact
VeraLab was the first brand in Italy to experiment with ASMR audio ads via Spotify Ads Manager—and it paid off in driving results. The campaign generated over 4 million impressions and an ad completion rate of 95%. Users were so engaged with the ad experience that click-through rates (CTRs) doubled Spotify's internal benchmark.
By aligning our suncare collection campaign with a truly dynamic mix of audio and visual formats, we were able to ride the trend of ASMR—but with a Veralab twist. This creative approach helped us reach our Gen Z target audience, and keep us top of mind.
Sofia Tolentinati
Brand Media Strategist, Veralab
The Takeaway
There are many innovative ways to leverage audio ads on Spotify to drive impactful results for a targeted campaign. Adding Canvas as a companion asset to your audio ad—and leveraging ASMR—can immerse listeners in your brand's message and boost engagement.
Feeling inspired?
Interested in connecting with the Gen Z audience through dynamic and memorable audio ads? Get started with Spotify Ads Manager today.