LMU drives web traffic via audio + video campaign
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Loyola Marymount University (LMU) wanted to increase awareness of its brand within the LA area. Knowing that key audience segments could be reached on Spotify, they opted for a campaign that combined audio and video formats—in order to break through at key moments of the day.
- 645%
Spotify contributed to an overall 645% increase in traffic to LMU’s website, vs the previous period.¹
- 239
On-site conversions driven by Spotify.²
Media mix:
Brand vertical: Education
Objective: Raise awareness
Targeting: Age, Interest
Market: US
Flight length: January–May 2024
Activation channel: Spotify Ads Manager
Format: Audio, Video (Horizontal & Vertical)
The Brief:
LMU had long been grounded in the idea of “ceaseless ambition and forward thinking”—and its marketing team was determined to bring this philosophy to its digital advertising campaign at the start of 2024.
The university took an authentic student-centric approach to its creative, opting to feature real LMU students and alums in the audio and video spots. So all that was needed was a plan that would showcase the creative and land their message with the right audience, at the right time.
The Solution:
Spotify Ads Manager provides advertisers with fingertip-access to robust, first-party streaming data. By targeting specific age groups, LMU was able to pinpoint the exact audience segments they wanted to reach: Prospective Students (17-24), Post Grads (25-34), and Parents of Prospective Students (35-64). In addition, LMU selected ‘Automatic Placement’ when setting up their campaign to ensure ads would be heard across music and podcasts.
LMU aimed to maximize engagement by running a multi-format campaign on Spotify: video ads for when users were focused on their screens, and audio ads for when they weren’t.
Watch LMU's video ad on Spotify.
The Impact:
Using a combination of audio and video ads paid off for LMU, with both formats helping not only to raise awareness of the brand, but also to drive web traffic that contributed to an overall 645% increase vs the previous period.1 Of these web visits, Spotify proved to be the second highest driver of conversions—totalling 239 clicks on navigation and content links.2
What we loved about this campaign was getting our voice out into the world so that Los Angeles, California and the world at large can see what we’ve always strived for.
Katie Jones
Senior Director of Brand Management, LMU
The Takeaway:
Educational institutions with young audiences have long competed in a saturated market—but reaching and engaging those audiences via a platform that knows them intimately can make all the difference. In our latest Culture Next report, we revealed that Gen Zs had increased their streaming of personalized playlists—like daylist, Discover Weekly, and Wrapped—by 63%, and that 72% of those we asked agreed, “I trust Spotify with my personal data more than other apps.”
The good news for brands? We apply this streaming intelligence to our ad algorithms, too. So, whether your objective is to drive lower- or upper-funnel outcomes, you can feel confident that Spotify’s rich suite of targeting will help you find an immersed audience that’s receptive to your ad, wherever and whenever they’re streaming.
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Sources & References