Mars choose Spotify for their campaign “You’re Not You When You’re Hungry”
Poland
They achieve brand awareness through a pioneer creative campaign in Poland.
Challenge
Mars wanted to build brand awareness through a pioneer creative campaign called “You’re Not You When You’re Hungry” in Poland.
Solution
Httpool advised on relying on a platform that allowed reaching the audience at the exact moment people are hungry. Spotify was the perfect fit. Due to Spotify’s streaming intelligence, it´s known that when people get hungry, they act differently. And when this happens, they listen to different music, too. Also, music would create a special and unique context for the campaign.
Target audience:
Users 15-30 years of age, pop and hip-hop listeners.
Ad Formats:
- Ad Page
- Video Sponsored Session for mobile users.
- Disruptive Homepage Takeover, an animated banner with CTA that drives visitors to the Ad Page and Video Ads.
- Branded Profile and Playlist including songs of the artists that participated on the rap battle.
Results
+700K
Reach
+20K Minutes
Playlist streaming
+6M Times
Campaign Display
Key to Success
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1
WOW EFFECT ON THE MARKET
Snickers was the first brand to run a Rap Battle on Spotify.
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2
MUSICAL PREFERENCES
Spotify’s streaming intelligence that provide unique insights about people behavior, based on their musical preferences.
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3
AMPLIFICATION
Amplification of the campaign message through playlist social media sharing.
