- SITUATION

Deezer, the global music streaming service, wanted to expand its reach to KSA youth to maintain their position as one of the top 3 downloaded music streaming apps.

-BRIEF

Use UTURN’s Snapchat channel leveraging on their 1.8 million followers and create relatable and hyperlocal branded content promoting Deezer’s brand, offering and USPs.

- OBJECTIVES

Deezer’s aimed at creating awareness and reaching the largest number of online audiences in KSA while impacting conversions (app downloads and registrations)

THE MEASURABLE KPIs:

1- Increase AWARENESS & REACH of Deezer created native content reaching an average of 16.7 million views vs. the average of 6 million in August

2- Grow Deezer DOWNLOADS & REGISTRATION leveraging the organic traffic from UTURN & its qualitative audiences.

3- Conversion was measured by the SWIPE UP RATE which is double the average Deezer achieves in regular digital campaigns

Rather than creating commercial ads we focused on a storytelling approach. We crafted native videos in the most entertaining, authentic and humorous way possible, featuring different real life situations depending on time and seasonality where the product was placed in a very seamless and subtle way.

For example, we suggested promoting the offline mode during Eid where we know our followers tend to travel often for vacation with limited internet access that would disable them to stream music. The creative in this case was focused on a strong call-to-action to download the app and take advantage of the unlimited music downloads that can be used offline.

Target audience:

Saudi youth, men and women aging between 18 & 34 with a passion for music

Approach:

understanding that people do not enjoy forced ads and/or polished content, we managed to treat the Deezer integration in a subtle manner that appealed to the target audiences.

Implementation:

we created a series of native videos (filmed by mobiles) depicting real-life scenarios where Deezer ads were placed within the content in a very natural and seamless way. For example, an engaged couple are texting and the woman sends her fiance a song asking for his opinion, he responds by sending her a song that is similar to her taste in music. She starts to fall more in love with him. The second video focuses on the couple after they’re married, where the woman tells him, I married you for your taste in music. He responds by saying that it was basically Deezer’s Flow feature which recommends music based on preferences and laughs. The video ends with a shocked look on the woman’s face.

Timeline: 5 months

Scale : x1 takeover per month (5 in total)

REACH – increased daily average registrations of Deezer by 90% impacting both organic & paid digital performance outcomes/awareness

Cumulative results include:

REACH/AWARENESS:

53 million total views vs. 30 million views on average

ENGAGEMENT:

756K screenshots vs. 50K screenshots on average

AVERAGE SWIPE UP RATE is 3.8% vs. 1% industry benchmark

(Best performing ad received a swipe up rate of 9% - Ref, takeover 2, Ad1)