Food delivery service foodpanda crafts a multi-format campaign with an ASMR twist
We could all learn a life lesson or two from the humble panda bear: Oblivious to day-to-day stressors, these adorable animals are the epitome of laid-back. Singapore-based food delivery platform foodpanda wanted to encourage more of its customers to adopt a panda-like, low-stress lifestyle—and utilize the brand's grocery delivery services. So, they leveraged Spotify to create an ad campaign to boost brand awareness by tapping into Autonomous Sensory Meridian Response (ASMR)—a relaxing, often pleasurable sensation triggered by auditory or visual stimuli.
Media mix:
Brand vertical: Tech
Objective: Awareness
Target Audience: Foodies, 18+
Targeting used: Age, Interest/Behavior, Mood/Moment
Market: Singapore
Flight length: 1/5/2023 – 2/28/2023
Activation channel: Direct
Formats: Audio Everywhere, Overlay, Sponsored Sessions, Video Takeover
The Brief:
Though already a popular delivery app across Asia, foodpanda wanted to be more intentional with targeting and to expand its reach. The brand hoped to create a series of hyper-localized ads and share a clear message about how the app can help customers "live like a panda" (i.e. let go of unnecessary worries).
The Solution:
The brand created a campaign centered around Pau Pau, foodpanda's mascot. The first part of the campaign was audio-only. The ads used soothing ASMR soundscapes—like a rainforest in the background and birds tweeting—paired with a calming, meditative message to reach Foodies aged over 18 years. The campaign targeted key moments like Focus, Party, Dinner, Birthday, and Girls' Night Out.
After the initial phase of audio-only ads, foodpanda ran a second phase of the campaign that included Overlay and Video ads, as well as Sponsored Sessions, with a similar ASMR approach complete with 3D sound effects.
The Impact:
The first phase of the campaign reached more than 305,000 listeners, and the second reached an additional 215,000 unique users. Further, foodpanda achieved a strong click-through rate (CTR) and a conversion rate (CVR) that quintupled Spotify's average benchmarks.
- 6.71%
Conversion Rate (CVR)
- 674%
Return on Ad Spend (ROAS)
- 5x
higher CVR than Spotify benchmarks
Hear the spot for yourself.
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The Takeaway:
An ASMR approach to a multi-format ad campaign can resonate with Spotify users, providing an immersive listening and viewing experience that helps a brand's message truly stick.
Feeling inspired?
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