Posted by David Shim on February 20, 2019
Global Audio Streaming Service Drove 430,000 Offline Visits to Baskin-Robbins, Measured by Placed
Spotify has selected Placed as a measurement partner for offline attribution in the U.S. Through this partnership, Placed will measure the business outcomes that Spotify's media platform delivers across the range of places where their users engage with the platform, including mobile, desktop, connected speakers, and listening in-car.
Baskin-Robbins–the world's largest chain of ice cream specialty shops–has already found value in this partnership. Last year, Baskin-Robbins leveraged Spotify's turnkey Audio Everywhere format to reach the platform's culturally savvy listeners of all ages as they soundtracked the summer, taking advantage of the time people spend outdoors and away from screens as the weather heats up. They engaged their audience with an ear-catching campaign, "Baskin-Robbins Got Me Like," which featured a friendly voice tempting listeners with tasty descriptions of two new drinks: Sundae Shakes and Ice Cream Lattes.
Using Placed, Baskin-Robbins measured the impact of the audio campaign on Spotify, finding:
Over 12% lift in store visitation — about 4x the Placed industry benchmark
430K U.S. store visits from people who heard the ad
47K incremental store visits, with a positive return on investment
The full success story can be found on SpotifyforBrands.com.
"We're always interested in driving store visits to Baskin-Robbins, and it's important for retail marketers to gauge the success of their media buys with a partner who can measure in-store, like Placed," shared Dave Nagel, Senior Director of Consumer Engagement. "With this campaign, we were able to get an effective read on platforms like Spotify and make more efficient decisions about our media spend. Using a platform like Spotify, combined with the measurement results from Placed was a strong way of validating our messaging and media strategy."
"With Placed measurement tools in our wheelhouse, we were able to demonstrate our ability to drive impact where it matters most to brands like Baskin-Robbins: foot traffic," said Brian Berner, U.S. Head of Sales at Spotify. "Placed's approach to measurement and focus on consumer privacy make them an ideal partner as we look to underscore the value of Spotify for advertisers and marketers."
"Spotify has a strong track record delivering incremental store visits," says David Shim, Placed CEO and Founder. "We're proud to work with Spotify to help advertisers like Baskin-Robbins to optimize campaigns to drive real-world actions."
For more information about Placed's partners, please visit our Partner page.