NARS voice-activated campaign
Driving product trial is critical in the luxury beauty category. While shops were shut during lockdown, NARS Cosmetics launched Spotify’s first ever voice-activated campaign, targeting females listening on their smart-speaker.
Audiences heard audio ads encouraging them to say “Ask Send Me a Sample for NARS" via their Alexa or Google device, which had audiences’ address data already stored.
This enabled the easy delivery of free blush, lipstick or mascara samples straight to listeners’ houses, with no hassle.
With everyone at home during this time, smart-speaker listening of Spotify grew massively, presenting a unique opportunity for NARS to engage with people at home in a useful way while shops were shut.
32,000 samples were sent within 2 weeks.
Nominated at The Campaign Media Awards 2020
