Multi-Screen Product Launch Campaign
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Audio Branding Campaign on Streaming Platforms
Context
A major FMCG brand recognized that its visual identity was well-established but lacked a distinctive audio signature. In an era where consumers increasingly engage with audio-first environments — music streaming, podcasts and smart speakers — the brand had no sonic presence to capture attention and build recall in these high-engagement moments.
The brand partnered with Kalithea Media to develop and deploy a comprehensive audio branding strategy. The objective was to create a recognizable sonic identity and distribute it at scale through programmatic audio on Spotify, Deezer and leading podcast networks. The campaign aimed to build measurable brand recall through repeated audio exposure in premium, brand-safe listening environments where audience attention is naturally high.
Our approach and solutions
A full-spectrum audio branding strategy from sonic identity creation to programmatic distribution across the leading music and podcast platforms.
Sonic identity and audio creative development
Working with audio production partners, we helped the brand develop a distinctive sonic logo and a suite of 15- and 30-second audio creatives designed for high recall in streaming environments, with variations tailored to different listener contexts.
Programmatic activation on Spotify and Deezer
Audio ads were served programmatically on Spotify and Deezer, targeting listeners by genre preferences, mood playlists and demographic segments to reach the brand's core audience during high-attention listening moments.
Podcast network integration
Host-read and dynamically inserted audio spots were deployed across four leading podcast networks, leveraging contextual targeting to align the brand message with relevant content verticals such as lifestyle, wellness and food.
Companion display for cross-format reinforcement
Companion banner ads accompanied audio spots on supported platforms, providing a visual anchor for the sonic message and driving click-through to the brand's product pages for immediate engagement.
Our key strengths
High-attention audio environments
Audio advertising benefits from near-undivided listener attention — there is no ad skipping, no second-screen distraction. Our platform selection ensured that every impression was served in premium, fraud-free environments with verified listen-through.
Contextual mood and moment targeting
By targeting listeners based on playlist mood, time of day and content context, we ensured that the audio message landed at the right moment — whether during a morning commute workout playlist or an evening relaxation session.
Cross-platform frequency orchestration
Unified frequency management across Spotify, Deezer and podcast networks prevented listener fatigue while ensuring sufficient repetition to build recall, achieving the optimal exposure threshold identified in pre-campaign research.
6.2M
Audio impressions delivered across all streaming and podcast platforms
95%
Listen-through rate across all audio placements
+38%
Lift in aided brand recall measured via post-campaign study
4
Podcast networks activated with contextual targeting
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