Grammarly spells success with a word-perfect audio ad campaign

As anyone who has ever struggled to write a breezy-yet-professional email sign-off knows, tone of voice is an art form. A company powered by AI technology such as Grammarly understands this all too well—their products help professionals pen everything from compelling presentations to spot-on emails for any situation.

Grammarly rolled out their advanced tone suggestions, which can help clients tweak the tone of their emails, internal messages, decks, proposals, and more. To raise awareness of the new service, Grammarly tapped Spotify to run a music streaming ad campaign. As an early adopter of the new Spotify Ad Analytics solution, Grammarly was able to use data to ensure the campaign struck all the right notes.

The Brief:

Grammarly wanted to send the message that writing in a more positive, active voice can help professionals forge stronger relationships at work. That's especially true in remote and hybrid work environments, where writing often takes the place of body language and non-verbal cues.

Grammarly's new tone-rewriting solution aims to support the 93% of professionals who struggle to convey the right tone in their writing. It specifically pinpoints negative-sounding language and suggests more positive or uplifting alternatives. The brand wanted to leverage Spotify's large listener base to speak directly to professionals in the career-building phase of their lives.

The Solution:

Grammarly, with the support of their audio agency Ad Results Media, enlisted Spotify to spell out exactly why positive, personable communication is essential in the workplace. Using Audio Everywhere, the brand delivered targeted ads to listeners with a professional background between the ages of 25 and 54. The primary intention was to drive awareness and conversions to Grammarly's Premium, Business, and Education products.

The ads encouraged listeners to create an account with Grammarly for free and offered a 20% discount to those who upgraded to their Premium-level products. Grammarly also chose to be an early test partner for the new Spotify Ad Analytics solution, which uses data and key performance indicators (KPIs) to help advertisers make sure they're getting their message across to listeners.

The Impact:

Results from the campaign suggest that audio is a powerful engine for lower-funnel sales. What's more, by leaning on their own advice in the ad creative—using clear, concise, solutions-oriented language to get their message across—Grammarly showcased the value of their own platform.

The Takeaway:

Grammarly's successful campaign demonstrates that pairing concise, targeted ads with the universal language of music can deliver major results. It also demonstrates the value of powerful measurement solutions such as Spotify Ad Analytics.

"With this campaign, we were able to drive significant growth and holistically measure return on ad spend across digital audio channels. We've experienced first-hand the value these kinds of analytics bring to our marketing plans, which ultimately brings greater value to our business."

— Shannon Everley
Head of Acquisition, Grammarly