Spotify has launched Spotify Hits to spotlight the best 2023 advertising campaigns on its platform.
"With Spotify Hits, we want to showcase the brands that are defining what best-in-class looks like on our platform and give them a moment of well-deserved recognition for being creative leaders in this space," said Spotify head of global sales & partnerships Brian Berner.
A deep-dive on four of the winners:
Spotify Mic Drop - Best Overall Campaign: Celebrity Cruises (PHD)
This campaign used tailored creative to target five specific Celebrity Cruises audiences. A dedicated microsite helped visitors discover their ideal holiday destination and itinerary, complete with a bespoke Spotify travel playlist. The digital experience also included a competition.
Context Excellence - Best Use of Format: Samsung NZ (Spark)
Samsung NZ wanted to capitalise on the cultural moment of Spotify’s yearly recaps leading into the Holiday Gifting Season. As part of a Global Joint Business Partnership, Samsung was offered an exclusive sponsorship of Spotify’s top end-of-year playlists including ‘Your Top Songs’ and ‘NZ Top Tracks 2023’. The brand’s sponsorship lasted throughout December as part of a broader Q4 campaign that combined audio, video, display and sponsorship formats. This Spotify Advertising campaign also broke new ground in New Zealand, as the first to include a Nielsen Brand Effects report.
For The Fans - Best Audience Strategy: Dan Murphy’s (Carat)
Knowing customer expectations and market competition are equally high during the Christmas period, Dan Murphy’s needed to strengthen its position as one of the top destinations for buying a range of beverages. The liquor retailer partnered with Spotify for its 'Christmas Moments' campaign, which utilised Spotify’s first- and third-party audience segments to create highly targeted ‘moments’ including Christmas Parties, Festive Dinners, Road Trips, and Summer Fun. The campaign was tied together by a sponsorship of Spotify’s popular summer playlist ‘Happy Pop’, and delivered above average benchmarks for completion rates, engagement, and CTR scores.
Stat-isfaction - Most Creative Test Hypothesis: Asahi | Great Northern Brewing Co. (1house & PHD)
To launch Great Northern’s new Ginger Beer, Asahi developed a creative campaign to reach ‘Today’s and Tomorrow’s Adventurers’ with the goal of acquiring new customers. The brand had already discovered that females presented the largest growth opportunity in the food and beverage category, so—to put this insight to the test—they partnered with Spotify to produce 3D audio ads with both male and female voice overs. The campaign was highly targeted, combining relevant first- and third-party segments to reach users in the right moment, mood and mindset across key locations. A Nielsen Brand Effect Study revealed that the campaign delivered high confidence increases across all brand KPIs and, most importantly, grew net new category buyers for Great Northern Brewing Co.
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