Naïma and Workup srl spotlight the importance of self-care during the holidays
The holiday season can be stress-inducing—so for brands and agencies, it's a prime opportunity to remind people of the importance of self-care. That's what Workup srl did for Naïma, an Italian perfumery brand with more than 275 Beauty Stores nationwide, when they launched a self-care-focused campaign on Spotify during the 2022 holiday season. With an eye toward increasing visibility and attracting customers, Naïma and Workup srl leveraged Spotify to create a high-impact advertising campaign that aimed to consolidate brand awareness and increase drive to store.
The media mix:
Brand vertical: Retail
Objective: Brand Awareness
Market: Italy
Target audience: Men and Women, 25-65+
Targeting used: Interests, Real-Time Context, Music Genres
Flight dates: 11/7/22–12/24/22
Format: Audio Everywhere, Video
The Brief:
With 275 retail locations across Italy, Naïma offers a customized, omnichannel shopping experience. Despite being an established brand, Naïma wanted to tap new digital channels and reach an even broader market during the holidays.
Speaking to Naïma's core audience—men and women aged 25+ across Italy—Workup srl aimed to share promotional events and speak to relevant holiday moments. The agency hoped to convey the message that shoppers should take time out for themselves, whether by relaxing with a podcast, listening to a favorite playlist while cooking, or just taking a mindful moment amid the chaos of the season.
The Solution:
Naïma and Workup srl launched a beauty advertising campaign to reach their target audience during key "me time" moments. Their ads revolved around seasonal events, sensory experiences, and sentimental moments. A test-and-learn approach enabled them to connect with different audience groups and optimize the campaign as it went on.
Video ads appeared only when listeners were actively using the Spotify app, while audio ads played between songs so that listeners could focus on what the brand had to say during key "screenless" moments like driving, cooking, etc.
00:00 / 00:00
🎧 Turn on your audio. Language: Italian
The Impact:
Research from 2020 shows that Spotify's multi-format campaigns boost ad recall by 90% and brand awareness by 2.2X,1, so by choosing a mix of audio and video, Naïma and its partner agency were able to increase interest, awareness, and more. In total, the campaign generated more than eight million impressions and reached two million users, surpassing expectations and goals.
- +8M
impressions
- +2M
users reached
The Takeaway:
Digital audio ads enable brands to speak to listeners in coveted "screenless" moments because they're played during daily activities like commuting, cooking, etc.—when people aren't usually looking at their devices, and paying closer attention to what they're hearing. Such opportunities are ideal for self-care messaging or other "feel good" sentiments that can help build positive brand associations. Video ads can complement such efforts nicely, and a multi-format approach can give both agencies and brands a greater degree of flexibility and reach.
Interested in increasing awareness of your brand or client? Explore Spotify digital audio and video ads with Spotify Ad Studio.
SOURCES:
- "Nielsen Brand Effect on Spotify," March 2020