O Spotify has just revealed the brands and agencies that stood out in 2023 for the creativity, strategy and efficiency of their campaigns on the platform, in the second edition of ‘Spotify Advertising Hits’. The initiative reflects the importance of storytelling and reinventing the way brands captivate millions of users on Spotify, in addition to providing insights and inspiration for successful campaigns.
“Advertisers, agencies and creators leverage digital content to create experiences that go beyond the screen. Spotify is a platform for creativity where brands can reach deeply engaged audiences in new and exciting ways, surrounded by culture-defining music and podcast creators. The power of audio has no borders and is the best path to creative innovation; exactly what the recognized brands did”, says Vicente Carrari, Sales Director at Spotify in Brazil.
Check out the campaigns that are highlighted in the second edition of ‘Spotify Advertising Hits’:
Category: TOP HIT – Campaign
Campaign: OMO Vibes (for Unilever/OMO, by Initiative)
The OMO Vibes campaign integrated the new line of liquid soap inspired by popular musical genres in Brazil, created especially for the action, with the user experience on Spotify and took advantage of the fact that listening to music is an activity for any time of the day, including washing clothes. Unilever created an unprecedented campaign that caught the attention of platform users and leveraged several metrics for the OMO brand on Spotify.
Category: FEAT – Campaign using music
Campaign: Blackinho Poderoso (for Johnson’s, by Initiative and Suno)
For the launch of the Kenvue line, of children’s shampoos aimed at children with frizzy hair, Johnsons opted for a song designed for the family to sing along, a way of conveying its message in an effective and fun way. Blackinho Poderoso makes the purpose of the product clear while bringing a message of empowerment and fun for children.
Category: POD FALAR – Campaign using podcast
Campaign: Samsung Galaxy S23 (for Samsung, by F.Biz)
For the launch of the Galaxy S23, Samsung took advantage of the music festival season in Brazil to activate its audience on Spotify with an audio and video campaign that included the use of podcasts to broadcast spots customized and host readscontextualizing the launch within the main theme of each planned program and showing the versatility of podcasts for brands.
Category: LIVE – Live activation
Campaign: Creme Salon Line! (for/by Salon Line)
Salon Line was one of the brands that were present at Experincia Creme, which Spotify held last year, and its activation at the event, combined with a publicity campaign with different formats and post-event content, made the brand recognized in the LIVE category. Salon Line not only took advantage of the fact that the name of the event and the playlist which literally gave rise to the name of its main product, but also the high affinity that the genres celebrated by creme (trap and funk) have with their target audience.
Category: WIN-FLUENCER – Campaign with creators
Campaign: Brahma feat. Sertanejo (for Brahma, by Soko & Diverti) and Bora surrender Ipimax (for Ipiranga, by Mutato & i-Cherry)
Brahma created a unique and personalized experience to highlight that everyone has a bit of country music in their own history and in their lives. playlistsusing spots recorded by national artists of different genres. Ipiranga now brought a musical experience to Spotify to promote the Bora Render concept of Ipimax fuel, using a new version of one of the great hits of last year’s country.
Category: PULSO – Campaign related to cultural moment
Campaign: Attenzione Pickpocket (for/by Nubank)
Keeping an eye on the phenomenon be careful pickpocket which went viral last year, Nubank understood that it would be the perfect time to warn its customers about scams that they could suffer on their accounts, in the same way that the meme showed people being warned about thieves stealing their belongings on the streets of Venice. The campaign audio was produced in just 48 hours and took advantage of the immediacy that the format offers to impact generation Z.
Category: ON THE GRID – Audience strategy
Campaign: Big Mac. For everyone. (for McDonalds, by Galeria)
The McDonalds campaign aimed to generate awareness among generation Z for the Big Mac with the launch of two new versions of the product. As part of a multi-format campaign, we created spots with the reinterpretation of the classic jingle of the product in different genres: funk, pop, trap and country music broadcast to their respective audiences on Spotify.
Category: NOVO BEAT – Most innovative brand strategy
Campaign: OMO Vibes (for Unilever – OMO, by Initiative & Dark Kitchen)
Unilever used the mix of formats offered by Spotify with pieces segmented for different moments to engage consumers, inviting them to try something new: five versions of OMO – each linked to a different musical genre. The campaign pieces, associated with the different versions, were richly illustrated and full of color, as was the product packaging, bringing OMO closer to a young audience.
Category: SHUFFLE – Multi-format campaign
Campaign: I’m going by Volks – The Town (for Volkswagen, by ALMAPBBDO)
To celebrate the arrival of the first edition of The Town festival, Volkswagen, sponsor of the event, took over Spotify with a campaign that celebrates the brand that best used the different formats that Spotify offers. The campaign included digital experience, audios, displayvideo, sponsorship of playlists and podcast, contributing to the amplification of the creative concept “Vou de Volks” and generating great results for the brand.
Category: CLASSES – Using format in a campaign
Campaign: Together Jontex (for Jontex, by BETC Havas / Agncia 947)
Using the benefit that the Sponsored Session offers to users (30 minutes of uninterrupted music offered by the sponsoring brand), Jontex found the ideal space to speak creatively about how its main product allows couples to enjoy moments of intense pleasure without interruptions .
“All initiatives demonstrate how our platform houses creativity and best-in-class digital advertising, whether to increase awareness, reach new customers or generate more sales. We offer diverse advertising experiences on and off the platform for brands to make the most of the power of audio”, adds Priscilla Barsotti, Sales Director at Spotify in Brazil.
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