Gatorade uses music to reach their audience in the workout moment
Ad Recall171% lift in ad recall compared to control.
Brand Fit40% lift in agreement that Gatorade and Spotify go together compared to control.
Relevance82% agree ad is relevant to me.
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.
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.
- 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.