Gatorade uses music to reach their audience in the workout moment
Gatorade used streaming intelligence to connect with their audience when they needed a refreshing pick-me-up.
- 171%
Ad Recall
171% lift in ad recall compared to control. - 40%
Brand Fit
40% lift in agreement that Gatorade and Spotify go together compared to control. - 82%
Relevance
82% agree ad is relevant to me.
Brief:
Gatorade sought to reach their target audience in key US markets. They wanted their campaign to drive awareness among young Hispanic competitive athletes and with key household purchasers aged 18-34.
Solution:
Via Spotify’s streaming intelligence (our first-party, contextual data on users' moods, mindsets, tastes and habits), Gatorade found their most relevant audience using targeting via interest, moment and purchase intent. They reached Hispanic competitive athletes and sports-drink buyers in the moment they would be most interested in a refreshing drink. The campaign was able to get the right music-driven creative in front of the right audience in Spanish or in English, depending on their preferred language. Gatorade’s campaign combined a mix of audio, mobile display and Spotify’s Sponsored Sessions — which gifts 30 ad-free minutes to users who watch a branded video — to tell the right story in the right format to match the user’s context.
Impact:
- The campaign’s key message shone through and consumers resoundingly agreed with key messages attributed to the creative.
- The target audience found the ads distinctive, entertaining and relevant to them — at the rate of 1.5x the industry benchmark.
- The audience said the ads worked very well on Spotify and felt that Gatorade and Spotify go well together.