Climate Council of Australia: Energy Transformation Pre-winter narrative push Case Study
Goals
- Generate awareness and positive sentiment that renewables are a permanent answer to high and rising energy bills
- Make an impact on awareness and attitudes towards renewable energy
Results
- Approx. 1.4 million individuals engaged across the campaign (Reach)
- 7.2 million Impressions
- Spotify’s CPM:
- 45% cheaper than Google Display Network ads
- 76% cheaper than Meta ads
- 1.7M complete audio listens (a 96% completed listen rate) on Spotify
Background
The purpose of this campaign was to generate awareness and positive sentiment, amongst a Suburban Family key audience, that renewables are a permanent answer to high and rising energy bills. Specifically, that renewable energy is the cheapest form of energy and can lower household bills.
The campaign duration was just two weeks, which meant the campaign needed to deliver good coverage and frequency in a short amount of time.
The initial campaign consisted of utilising influencers, and owned & paid communication channels across Meta (Facebook, Instagram etc.) and Google. Tactic Lab planned and implemented the digital component of the campaign.
Approach
To support the reach and effectiveness of this short campaign, we recommended the addition of Spotify ads. We targeted users based on their interests that included Cooking, Business, Parenting, News, Culture & Society, Health & Lifestyle and Education.
Spotify ads has a self-serve / pay as you go option which allows advertisers to participate on the platform without committing to minimum spends and campaign durations.
A/B tests were also carried out between the 3 variations of audio (15sec Female, 15sec Male & 5sec Male) of which we found that the longer variations were the stronger performing. Metrics did slightly favour Male, however, this audio piece did run for a longer period compared to the female.
Early trends showed that those with interests in News, Culture & Society, and Health & Lifestyle were generating the most clicks to the landing page (72%) along with listening to the full ad. Our audience targeting was updated to focus on these higher performing personas.
The Spotify performance data also indicated that 58% of users clicking to the landing page were females aged 35+. Ads were heard on their devices and were mainly categorised under the pop genre of music.
Spotify achieved over 1.7M audio completes, which is a 96% completed listen rate. This exceeds Spotify’s standard benchmark of 80%+ completed listens.
Over the course of the campaign, Spotify achieved a 45% cheaper CPM than Google, and a 76% cheaper CPM than Meta.
Spotify was a great addition to our marketing mix for this campaign. The self-serve option and targeting available made it an affordable way to extend the reach of our campaign message to the right audience. Being present on multiple channels is important to strengthen the brand retention of any digital campaign, but opening our media mix up to audio ads also helped expand our audience to include people who might not come across the Climate Council on other channels.
Isabella Lamshed, Senior Digital Advisor, The Climate Council
