GOUSTO X SPOTIFY
FOOD TO MATCH YOUR MOOD
Cooking up a storm and jamming to our favourite tunes tend to go hand-in-hand. So, to launch the exciting new partnership with Spotify, Gousto wanted to give listeners the chance to discover delicious recipes that would pair perfectly with their mood - based on what they were listening to.
We created a microsite that used people's Spotify data to ascertain their mood and generated the ideal Gousto recipe to compliment. Within the first two weeks of going live, the campaign exceeded all expectations. The average duration of each session was 53 seconds compared to Spotify's average 30 seconds and the average completion rate was 24.03% compared to Spotify's average of 15%.
The campaign went on to win 3 awards at The Drum Awards for Digital Advertising 2022, including the Chair Award For Best Campaign. It also scooped up Highly Commended for Most Effective Use of Creativity and Best Use of Audio.
SNAPSHOT OF RESULTS
RESULTS PAGE FULL (DEMO)
GOUSTO X SPOTIFY
The Spotify partnership is an ongoing opportunity for Gousto to make cooking even more fun for people at home. With a small CTA on Gousto's recipe cards, we lead people to the Gousto Beats profile on Spotify where they can discover playlists that are customised to various ranges, occasions and moods like the 'Eat Off The Beaten Track' playlist for the Street Food range, the 'Sun's Out Buns Out' playlist for the August bank holiday weekend, the crowd-sourced 'Kitchen Jams by Gousto Fans' playlist.
As of the beginning of 2022, there were 845k total playlist listens and 2.9 million minutes of playlists streamed.