Gatorade Uses Music to Reach their Audience in the Workout Moment
171% lift in ad recall compared to control.
40% lift in agreement that Gatorade and Spotify go together compared to control.
82% agree ad is relevant to me.
Gatorade sought to reach their target audience in key US markets. They wanted their campaign to drive awareness among young Hispanic competitive athletes and with key household purchasers aged 18-34.
Via Spotify’s streaming intelligence (our first-party, contextual data on users' moods, mindsets, tastes and habits), Gatorade found their most relevant audience using targeting via interest, moment and purchase intent. They reached Hispanic competitive athletes and sports-drink buyers in the moment they would be most interested in a refreshing drink. The campaign was able to get the right music-driven creative in front of the right audience in Spanish or in English, depending on their preferred language. Gatorade’s campaign combined a mix of audio, mobile display and Spotify’s Sponsored Sessions — which gifts 30 ad-free minutes to users who watch a branded video — to tell the right story in the right format to match the user’s context.
Formats: Mobile Overlay, Sponsored Sessions, Audio Everywhere
Flight: June 2017 — August 2017
Source: LeanLab, 2017 // Sample size: 447 Spotify listeners