The Brief:

In addition to promoting their image as a fresh and natural beverage brand, OraSì hoped to drive listeners to their website, where people could learn more about the company's plant-based drinks.

From the start, OraSì opted to go all in on Spotify, building a presence on the platform by focusing on a variety of moods while familiarizing listeners with the brand and driving website traffic.

The Solution:

OraSì took a three-pronged approach to their advertising efforts on Spotify. First, they created eight different playlists, each aligned with one of OraSì's drink flavors. The visual assets reflected both OraSì's website and TV ads for cross-platform consistency. The music was specific to each "nature" (i.e. mood) the brand hoped to highlight.

Second, the brand developed a podcast series called "Segui la Tua Natura" ("Follow your Nature") which invited audiences to discover their unique personalities and moods.

Both efforts were supported by digital audio and banner ads that conveyed real-life situations related to the concept, "A drink for every nature." For example, one ad featured a customer who, while waiting on hold, was given hundreds of thousands of music options to choose from. After acknowledging that too much choice can be stressful, the narrator suggested OraSì's product line, with a call to action to visit the brand's site. Moreover, all the digital audio ads and podcasts were recorded with the collaboration of the famous voice actress Elena Perino—the Italian voice of characters in films and TV series such as Captain Marvel, No Time to Die's Madeleine Swann, Catwoman in Matt Reeves’ The Batman and Angela Moss in Mr. Robot.

In collaboration with their creative agency Mustard, OraSì also developed a set of landing pages specifically for the Spotify ads. These were visually aligned with the Spotify campaign and helped keep potential customers engaged as they took that next step.

Hear the spot for yourself

The Impact:

The multifaceted campaign boosted visibility for OraSì while capturing listeners' attention—and intent. Results included a clickthrough rate (CTR) eight times better than the benchmark, and an equally impressive completion rate.

The Takeaway:

Combining digital audio ads with playlists and podcasts provides comprehensive reach for brands and their agencies, no matter the message. Further, Spotify Ad Studio's Click objective makes it simple to measure the effectiveness of your digital audio campaigns.

"OraSì and Spotify on the same team! It immediately seemed like the winning choice to us! We leveraged different formats, from audio ads to podcasts and playlists, with a creative approach modeled specifically after this platform, to enable the brand to communicate in the most effective and memorable way."

— Paolo Barni & Alessandro Siciliano, Creative Directors at Mustard