FARM Rio flaunts its style with an immersive audio ad campaign on Spotify
Brazilian apparel brand FARM Rio wanted to reach customers ahead of Brazil's Consumer Week, an annual retail event held every March. To drum up awareness and impressions, the brand launched an immersive audio ad campaign on Spotify, leveled up with a Canvas companion visual asset—and achieved outstanding results.
- 1.2M+
Impressions
- 112
Spotify-activated coupons
- 1.64
Return on Ad Spend (ROAS)*
*ROAS = total amount of revenue generated by the coupons divided by the total amount spent on the ads.
Media mix:
Brand vertical: Retail/Fashion
Objective: Impressions
Target audience: Women aged 18-54
Market: Brazil
Flight length: 3/13/2024–3/17/2024
Activation channel: Spotify Ads Manager
Format: Audio ads, with Canvas for Advertisers
The Brief
Ahead of Brazil's popular Consumer Week, FARM Rio hoped to raise awareness and generate impressions of their apparel, which is known for bold colors, playful patterns, and breezy silhouettes. The fashion label also wanted to experiment with dynamic formats to entice customers to visit its website and take advantage of a limited-time coupon code.
The Solution
To immerse the target audience in the brand story and its clothing, FARM Rio opted for an audio ad campaign on Spotify and leveraged Canvas for Advertisers—a free, visual companion asset added to audio ads that can increase consideration and purchase intent. (In fact, there's nearly a 6% lift in purchase intent when seeing an ad with Canvas compared to not hearing an ad at all.1) Whether an advertiser uploads a static or looping visual for their Canvas, it only appears when the listener comes into focus.
FARM Rio drove further impact by adding an exclusive discount code—an additional 10% off the existing 25% off sale—to their audio ads, so Spotify users could enjoy serious savings during Consumer Week.
Listen and watch.
The Impact
FARM Rio's primary objective was to boost awareness and generate impressions, but their ad campaign also led to sales—more than 100 customers made purchases with the coupon code after hearing the ad.
The Takeaway
A timely campaign that employs both audio and visual elements, and offers users real value in the form of an enticing offer, can have exceptional results right across the funnel.
Feeling inspired?
Sources:
- Nielsen Study ‘Spotify Ads Player 2.0’, Jan 2023