The media mix:
Brand vertical: Retail
Objective: In-store traffic, brand awareness
Target audience: A18-34
Ad Studio targeting used: Interests “Fashion”
Flight dates: Apr 18, 2021 - May 8, 2021
After a highly unusual spring season—with the British government enforcing strict lockdown conditions in light of the global pandemic—Primark was ready to reopen its doors when the restrictions lifted in early summer 2021. The retailer wanted as many people as possible to hear that stores were now open for business. And it chose Spotify to get the message out to shoppers.
The highly engaged Gen Z Spotify listeners were more tuned in than ever before—Spotify’s vast universe of playlists and podcasts had given them a space in which they could escape the reality of the pandemic.1 This made it the ideal platform for Primark to drive awareness of its reopening.
Hours dailyGen Z listeners spend over two and half hours streaming music every day.2
Listen to de-stress
Two-thirds of Gen Zs say that audio is soothing and helps them cope with stress and anxiety.3
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Primark’s audience was ready to start shopping again. The campaign out-performed our engagement benchmarks by 36%. The benchmark click-through rate (CTR) for a Spotify audio ad campaign is 0.06%. But the Primark campaign drove an impressive 1.65% CTR and helped the brand to get U.K. fashion fans back into stores.
Click-through rateThe Primark campaign achieved an impressive 1.65% CTR.