Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A20. Mobile Audio

Campaign Name : Nivea Soft UV

Brand Name : NIVEA

Agency Name : OMD

Results

To establish NIVEA Soft UV as a top-of-mind brand in the moisturiser category, the campaign leveraged Spotify’s immersive audio-visual formats to drive Ad Recall, Brand Awareness, and Favourability. A Brand Lift Study (BLS) validated the effectiveness of audio advertising in elevating campaign performance and deepening brand perception. Spontaneous Ad Recall and perceptions around “fresh glowing skin” and “effective moisturisation” were significantly stronger among audiences exposed to audio ads. Overall brand interest reached 83%, demonstrating high resonance with the target audience. Among exposed respondents: +63% surge in brand interest +17% increase in Ad Recall, setting a new benchmark for NIVEA’s digital campaigns on Spotify. Listeners exposed to the campaign six or more times saw the strongest uplift across all metrics: +26-point increase in Ad Recall +14-point boost in Brand Awareness These results reinforce the importance of strategic reach and frequency optimization in digital media planning. Spotify’s audio formats proved especially impactful in driving recall and engagement — demonstrating the power of sound in enhancing emotional connection and memorability. The study underscores audio’s role as a powerful brand-building medium, validating it as a key lever for driving affinity, awareness, and long-term recall for NIVEA Soft UV.