belairdirect drives awareness and intent with dynamic audio on Spotify
belairdirect, a leading Canadian insurance provider, aimed to boost awareness and purchase intent for its home and auto insurance offerings. They partnered with Spotify to create a targeted audio campaign that would resonate deeply with various listener segments, leveraging the power of dynamic creative.
Media mix:
Brand vertical: FinServ
Objective: Raise awareness
Targeting used: Age
Market: Canada
Flight length: 10/18/2024–12/31/2024
Activation channel: Programmatic Guaranteed
Formats: Audio Everywhere
The Brief
belairdirect’s goal was clear: boost awareness and purchase intent for their home and auto insurance. To achieve this, they needed to deliver highly relevant messages to specific target audiences, including car owners, homeowners, renters, movers, and families—essentially, anyone looking for coverage. The brand wanted its ads to feel personal, highlighting various offers and bundles, so they chose Spotify knowing that they would be able to leverage our first-party streaming data to deliver ads that felt personalized and contextually relevant.
The Solution
To meet their objectives, belairdirect launched an innovative audio campaign on Spotify, taking advantage of Spotify's partnership with A Million Ads. This allowed them to dynamically serve multiple versions of their audio creative based on specific data signals. Their creative strategy involved combining various offers, bundles, and messages to create a custom and contextually relevant ad for each individual listener. This dynamic approach ensured that the right message—whether it was about home insurance for a homeowner or auto insurance for a car owner—was delivered to the right person at the right time.
The Impact
+16
points, Brand Recall
+5
points, Message Association
+2
points, Purchase Intent
The belairdirect campaign delivered impressive results, demonstrating the power of a strong creative and targeting strategy on Spotify. Brand Recall increased by +16 points among exposed listeners compared to the control group, while Message Association and Purchase Intent saw healthy boosts of +5 points and +2 points, respectively. These great results, measured using Nielsen Brand Effect, directly impacted a key business objective for belairdirect.
“Our experience with Spotify has been great. The innovative solutions and strategic guidance provided have proven to be invaluable, by driving impressive engagement and reaching our target audience in a personalized way effectively.”
— Amélie Therrien, Marketing Advisor at belairdirect
The Takeaway
This belairdirect success story highlights the significant impact that personalized audio advertising can have for brands in the insurance vertical and beyond. By leveraging dynamic creative and precise targeting on Spotify, belairdirect effectively drove both upper-funnel metrics like brand recall and lower-funnel metrics like purchase intent. For belairdirect, audio proved to be the perfect medium for connecting with diverse audiences through contextually relevant messaging—and their campaign demonstrates how a personalized approach can lead to impressive engagement and tangible business results.