THE WHAT? Nars has teamed up with music service Spotify on a voice-activated advertising campaign that allows consumers to order cosmetic samples via smart speakers such as Alexa and Google Assistant, according to a report by AdWeek.
THE DETAILS Having worked with Dentsu Aegis Network agencies The Story Lab and Vizeum on the campaign, Nars partnered with voice activated sampling service Send Me a Sample to allow UK shoppers to order blusher, mascara or lipstick samples straight to their door.
Running for eight weeks, the campaign will also see The Story Lab and Nars deliver smart speaker adverts encouraging consumers to ‘Ask Send Me a Sample for Nars.’
Taking to a statement, Rakesh Patel, Head of Sales for Spotify UK, said, “We’re thrilled to be partnering with Nars and The Story Lab to deliver this innovative voice-activated ad campaign. At Spotify, we know there is huge potential within audio for advertisers, and it’s fantastic that Nars is utilizing the Spotify platform in a new way to get its products into the hands of our shared audiences.”
THE WHY? The campaign has been created as a test to establish how consumer shopping habits have changed in the wake of the coronavirus pandemic.
Patel continued, “We see voice as a huge growth area within the industry, and we’re excited to be able to deliver screen-less advertising solutions for brands.”