The media mix
- Brand vertical: Fast-casual restaurant
- Objective: Awareness
- Target audience: Students, 18-28 years old; parents, 25-45 years old
- Targeting used: Interests in “Free Time," "Sports"
- Market: Italy
- Format: Audio ads
Let's be honest: The fastest way to anyone's heart is through food. As the biggest fast-casual chain in the Italian market with more than 300 locations nationwide, La Piadineria was eager to share the love. Knowing that all kinds of audiences listen to Spotify, they used targeted digital audio ads to promote their new Pollo Rollo piadina recipe.
La Piadineria wanted to have full control of their marketing efforts and tell their own story about their new Pollo Rollo dish. Spotify's unique targeting tools and easy-to-use ads manager, Ad Studio, empowered them to do just this.
They need to stay top of mind (without overexposure) long after lunchtime. So, they set a healthy frequency for Spotify listeners to hear their digital audio ads—three times per day, maximum.
After testing audience targeting in two prior campaigns on Spotify, La Piadineria knew that optimizing their campaign would help engage more listeners. They tested engagement with a few different segments with the Pollo Rollo campaign, targeting customers by age, location, and interests like food and leisure activities.
To effectively reach food lovers of all ages, La Piadineria also tested their creative with different ad lengths and "moment-based" messages tailored to each audience segment. Ads geared toward parents alluded to a family experience at a restaurant, whereas ads for students introduced the Pollo Rollo as a well-deserved study break.
During their campaign, La Piadineria learned that all age groups in their audience (18-45) listened to Spotify while driving. The brand decided to add a fourth targeted ad set to the campaign in real-time so they could specifically reach in-car listeners.
The campaign served more than 3 million impressions and had an impressive 94% completion rate (number of people who listened to most of the audio ad), 83% above the market benchmark. In the end, the Italian eatery chain reached their goal of amplifying brand reach across multiple audience segments.
Spotify Ad Studio was intuitive and user-friendly for our agency. Campaign setup was smooth and we achieved our reach goals.
Vittoria V. Paolini