Lazada resonates with different types of listeners with a custom audio campaign on Spotify

The Brief:

As one of the biggest e-commerce companies in Southeast Asia, Lazada strives to provide a personalized shopping experience for each one of its customers. When it came time to promote the brand's December campaign and spread the message of fast and free delivery, Lazada wanted to double down on personalization.

Having crafted a new audio jingle for the campaign, they sought out Spotify to get in tune with a diverse pool of potential customers—customizing their jingle to resonate with different audiences across multiple musical genres.

The Solution:

Coming up with a single thoughtful, catchy, entertaining audio jingle is a challenge in itself—but by leveraging Spotify Ad Studio, Lazada was able to craft six. Each one had a different musical backdrop, spanning the top genres of the brand's regional reach: Pop, Rock, Hip Hop, Dangdut, and K-pop (plus one generic jingle with no targeted genre). Utilizing consumer data, Lazada and Spotify targeted audiences geographically and ran the most popular genre of jingle in each respective location.

The Impact:

By giving consumers an ad that aligned with their musical tastes, Lazada supercharged the sticking power of its audio content. This personalized and targeted campaign led to significant uplifts across key brand metrics, surpassing the industry standards for both Ad Recall and Brand Perception. At the conclusion of the campaign, overall consideration for utilizing the Lazada platform increased by 22 points.

The Takeaway:

For brands seeking to amplify their catchy jingles or other audio campaigns, Ad Studio can be an excellent resource for blending tailored creative with regional or global reach, and fine-tuned targeting.