Global music publisher Warner Music wanted to encourage Spotify users to listen to its artist Ashnikko’s latest single in a way which would resonate with and widen her fanbase.
However, gaining cut-through was difficult in the crowded music marketplace. The strategy was therefore to adopt a data-driven, personalised audio approach to engage consumers with relevant, contextual messaging which took the form of an individual ‘conversation’ with the artist when the user accessed Spotify.
Warner Music worked with A Million Ads to create over 250 different message variations of the advert. The messages were personalised using contextual and user data, such as day of week, location and weather. The campaign’s relevancy meant that it performed four times better than standard digital audio adverts the client had run so far, generating higher engagement rates.
See the full case study in eConsultancy here.
