L’Óreal Paris stands against street harassment with a multiformat campaign on Spotify
L’Oréal Paris, part of L'Oreal Group, wanted to raise awareness of their educational program, Stand Up, which teaches people how to safely combat harassment in public spaces. The programme was launched in partnership with not-for-profit organisation Right to Be.
Media mix:
Campaign: Stand Up
Brand vertical: CPG | Beauty & Care
Objective: Raise awareness, Drive signups
Target audience: Women 18+, All users 18+
Targeting used: Age, gender, interests
Market: Spain
Flight length: 6/10/24–6/30/2024
Activation channel: Direct IO
Measurement: Spotify Brand Lift
Agency: Right to Be
Format: Contextual Audio, Display (Overlay, Leaderboard), Video Takeover
The Brief
According to studies by L'Oréal Paris in collaboration with Ipsos, 80% of women have experienced sexual harassment in public spaces at least once in their lives—yet only 25% reported receiving help from bystanders. Additionally, the study revealed that a significant majority of people (86%) believe there is a lack of education on how to intervene when witnessing street harassment.
With these findings in mind, as well as the brand’s commitment to empowering women to feel stronger and more self-confident, L’Oréal Paris launched Stand Up—an educational program against street harassment with two central goals: raising awareness about this global issue, and educating people on how to respond when faced with it.
Spotify offered L’Oréal Paris the ideal platform to reach a receptive and engaged audience with a powerful message through a variety of impactful solutions.
The Solution
The brand chose to run a multi-format campaign on Spotify leveraging display, video, and audio. L’Óreal Paris used contextual audio ads on Spotify to engage women in different settings: at work, at the gym, going for a run, and getting ready to go out. The five ads, created and produced by TodoJingles, featured unique creatives tailored to various scenarios in which women might experience harassment—encouraging users to complete the educational program on how to respond effectively.
In contrast, video ads directly advertised the training program and reached Spotify users as they were actively browsing the app.
Listen and watch.
Combining audio + video + display ads drives full-funnel results:
- 2.3x
Higher familiarity compared to audio only
Source: Nielsen Brand Effect (2018 - 3T 2023, EMEA) - 2.2x
Higher purchase intent compared to audio only
Source: Nielsen Brand Effect (2018 - 3T 2023, EMEA)
The Takeaway
There are many innovative ways to leverage Spotify ad solutions that not only deliver impactful results but also convey a powerful message. According to Nielsen Brand Effect Studies, campaigns that combine audio, video and display ads enhance brand impact. Specifically, these studies found that multi-format campaigns yield 2.3 times higher brand familiarity and 2.2 times higher purchase intent compared to those using audio ads alone.
By utilising Spotify's advanced targeting and creative capabilities, L’Óreal Paris was able to immerse users in various real-life scenarios across a range of formats—leaving a lasting impression.
Listen to three audio ads that portrayed different scenarios:
00:00 / 00:00
Heads up: This ad is in Spanish!
00:00 / 00:00
Heads up: This ad is in Spanish!
00:00 / 00:00
Heads up: This ad is in Spanish!