RXBAR Gets Healthy Boost from Playful Campaign
243% lift in recall of RXBAR ads on Spotify compared to control
42% lift in awareness of RXBAR compared to control
52% lift in association of “No B.S.” tagline with RXBAR compared to control
RXBAR wanted to up their brand awareness among a broad swath of music fans and fitness enthusiasts.
You know RXBAR — they’re the ones who list the clean and simple ingredients of their protein bars right on the front of their packaging. Transparency is a top priority for the brand, so they came to Spotify to develop a campaign that would increase brand awareness while staying true to that bold, irreverent spirit. And who better to play spokesperson for this “No B.S.” campaign than the straight-shooting, mean-mugging, O.G. himself: rapper and actor Ice-T.
That’s right! This campaign featured a series of clips that find Ice-T at peak self-awareness, saying stuff like, “Yep, it's one of those commercials where the rapper — you can't even remember his name — comes out and says somethin’ about an RXBAR.”
The display ads maintained a similar tone, with copy like, “An RXBAR banner that you might click by mistake,” or “An RXBAR banner with a 0.3% click-through rate.” Fun fact: that ad actually wound up scoring a 0.3% CTR.
But CTR wasn’t the goal of this campaign — brand awareness and perception were, and RXBAR got the lift (in both metrics) they were looking for by using the full suite of Spotify’s display, audio, and video ad experiences. Their campaign incorporated Mobile and Desktop Overlay, Audio Everywhere, and Video Takeover to ensure general ubiquity; Sponsored Sessions to give fans an ad-free 30 minutes in exchange for watching a video (a.k.a Ice-T being hilarious); and a Homepage Takeover to provide a blast of B.S.-free messaging. They also sponsored one of Spotify’s top playlists, Backyard BBQ.
Along the way, RXBAR used Spotify’s streaming intelligence to target both fitness enthusiasts and commuters, and moments such as work, chill, and focus. That tactic was designed to drive home the idea that RXBARs aren’t just for health nuts — they’re also for people who are on the go, or a great staple for those at work or school. In the end, chill and focus moments accounted for 60% of engagements, and even individually outpaced workout moments — thus, RXBAR was able to connect with key audiences on Spotify as they streamed in contextually relevant moments.
Formats: Sponsored Playlist, Overlay, Audio Everywhere, Sponsored Sessions, Video Takeover, Homepage Takeover, Leaderboard
Flight: August 2018 — December 2018
Source: Nielsen Brand Effect // Sample size: 347 control and 242 exposed Spotify users