The Brief

VeraLab had two distinct demographics in mind for the campaign: Gen Zs, a potential target market for the brand, and the 25+ crowd who might be listening on the road.

The company hoped to establish a genuine connection between these groups and their suncare products ahead of a spike in seasonal travel. To get their message across to people who enjoy road trips and holidays—and therefore might be thinking about sun protection—they specifically wanted to explore immersive audio advertising.

The Solution

The brand chose to leverage audio ads on Spotify to engage a Gen Z audience, as well as users aged 25+ who listen to music and podcasts while driving. The ads incorporated ASMR audio, an immersive sound effect that's performed better than standard audio content in other campaigns.

The creative included audio of crashing waves, the voice of a man selling fresh coconut, and the sound of sunscreen being sprayed onto skin. To reach users in non-driving moments when their screens were in view, the brand enhanced these sounds of summer with a Canvas activation, telling a rich visual story on an eight-second loop as the audio played—and ultimately creating a sight-meets-sound experience to ignite users' desire for fun in the sun.

The Impact

VeraLab was the first brand in Italy to experiment with ASMR audio ads via Spotify Ads Manager—and it paid off in driving results. The campaign generated over 4 million impressions and an ad completion rate of 95%. Users were so engaged with the ad experience that click-through rates (CTRs) doubled Spotify's internal benchmark.

The Takeaway 

There are many innovative ways to leverage audio ads on Spotify to drive impactful results for a targeted campaign. Adding Canvas as a companion asset to your audio ad—and leveraging ASMR—can immerse listeners in your brand's message and boost engagement.