The media mix
• Brand vertical: CPG
• Objective: Brand Engagement and Awareness
• Target audience: Listeners ages 18+
• Targeting used: Time-Sensitive, Key Moments
• Market: Spain
• Flight dates: 12/1/2021–12/31/2021
• Format: Audio, Headliner
Based in Britain, Beefeater Gin wanted to increase its brand association with Christmastime among Spotify listeners in Spain during the 2021 holiday season. The goal was to reach listeners ages 18+ (the legal drinking age in their target areas) who were receptive to holiday-themed messaging, playlists, and moments.
Beefeater began the campaign by brainstorming holiday festivities that listeners tend to look forward to—and they landed on Christmas markets, ugly sweaters, and hot drinks. These became the three cornerstones of Beefeater's holiday ad creative.
Beefeater also considered memorable holiday moments, like gathering together with family or listening to seasonal music. The brand based its ad targeting around dinner playlists, lifestyle content, and Christmas music.
Beefeater created the scripts for their audio ads in-house and worked with a Spotify-recommended vendor to produce the content. Audio was a key asset in this campaign, as it allowed the brand to personalize their messaging and create different combinations of creative to promote throughout the month—both during the weeks before and in the immediate lead-up to Christmas Day.
Beefeater's Christmas advertising campaign received more than 10 million impressions and reached 2.6 million unique listeners throughout the month of December 2021.
Some of the main metrics tracked included brand awareness, brand attributes, recall, and recommendation, all of which improved from previous campaigns. Listeners between the ages of 18 and 35 displayed increased awareness and recall, while listeners over the age of 35 boosted lower-funnel metrics like recommendations.
All in all, the Beefeater advertising campaign exceeded expectations by increasing brand awareness and brand attributes well over Spotify benchmarks, measured in percentage points (pts).
lift in top of mind awareness, above the Spotify benchmark
lift in agreement that Beefeater is associated with “British / London style”
lift in intent to recommend the brand, above the Spotify benchmark
A seasonal advertising campaign that strikes the right chord with listeners can raise awareness about your brand during a time of year when spending and gift-giving is top of mind. For Beefeater, a well-planned holiday campaign helped tie the iconic brand to a sentiment of Christmas cheer—with results worth toasting to.
Feeling inspired? Start building your holiday campaign on Spotify Ad Studio today—before it's too late! Get started here.
“Beefeater Dry Gin has its origins in London, a city with a deep-rooted Christmas culture, from the turning on of the lights in Oxford Street to the Christmas carols sung in illuminated squares. That's why we couldn't think of a better platform to advertise our Beefeater Xmas campaign than Spotify—to link this iconic London brand to music, at a key time of the year for commerce. [It was] contextually relevant, and very close to the brand target."
—Ricardo Zafra, Head of Digital & Comms, Pernod Ricard Spain