Don’t Pause This Summer: Why brands Should Lean In
Many brands mistakenly scale back advertising efforts during the summer months, anticipating a slowdown in major media channels. However, Spotify‘s head of advertising, Rick Bingham, argues this is a meaningful missed chance. He contends that summer presents a uniquely receptive audience, actively engaged and in a positive mindset due to increased outdoor activity and social interaction. Brands should be present “where they are,” rather than pausing campaigns.
bingham positions Spotify’s popular end-of-year “Wrapped” campaign not as a culmination, but as a launchpad into the summer season, noting that its release frequently enough signals the start of increased engagement.
coles Liquor’s Accomplished Summer Strategy
Coles Liquor exemplifies a brand that successfully capitalized on the summer opportunity. Mia Horner,GM Customer,Trade Planning & Loyalty at Coles,detailed how the retailer integrated Spotify into its “Summer Upgraded” campaign,specifically targeting those relaxed,often screen-free moments characteristic of the Australian summer.
Horner explained that summer in Australia is defined by gatherings, travel, and socializing – all scenarios where audio consumption naturally rises.Spotify provided a way to connect with consumers during these “screenless” times, utilizing dynamic ad formats and contextual targeting alongside curated playlists to enhance the atmosphere.
A key element of the campaign’s success was the utilization of Flybuys data. Analysis revealed a strong link between liquor purchases and lifestyle factors indicative of increased audio consumption, such as travel, outdoor entertaining, and weekend shopping. This insight allowed Coles to precisely target customers during peak summer moments.
Campaign Results & Re-engagement
The 14-week campaign successfully met Coles’ objectives for sign-ups,scan rates,and sales,solidifying Spotify’s role as a vital component of their summer media strategy.
Post-campaign Flybuys scan rate data showed a noticeable increase in transactions among those exposed to the advertising. Notably, the campaign proved especially effective in re-engaging lapsed Flybuys members, demonstrating Spotify’s ability to reach and reactivate previously disengaged customers.
With overall streaming numbers up and heightened engagement across demographics, Spotify’s message to advertisers is clear: summer isn’t a time to slow down, but rather a valuable, frequently enough overlooked, opportunity to connect with a receptive audience. As Bingham succinctly put it, “Summer is the forgotten hero of the ad calendar.”
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