How NARS is experimenting with audio marketing during the pandemic

The prestige make-up brand has developed an audio content strategy via Spotify in an attempt to engage shoppers during lockdown

Luxury make-up brand NARS has teamed up with Spotify to reach consumers during the coronavirus pandemic.

From today, after hearing a NARS advert on Spotify, UK-based users of the music platform with a smart speaker can request a blush, lipstick or mascara sample to be delivered to their home.

The order for the complimentary sample will be placed if the listener says to their device "Ask Send Me a Sample for NARS".

The campaign has been created in collaboration with production company The Story Lab and voice-activated sampling firm Send Me A Sample.

Hannah Scott, Senior Partnership Manager of The Story Lab, said that Covid-19 has forced brands to adapt their marketing campaigns in order to engage with consumers.

“Delivering samples directly to consumers’ doors is a great work around, and something we hope can add a bit of delight during these times," she said.

"Given that people in lockdown are tuning into their smart speakers more than ever, collaborating with Spotify was the perfect fit.”

Rak Patel, Head of Sales for Spotify UK, added: "At Spotify, we know there is huge potential within audio for advertisers and it’s fantastic that NARS is utilising the Spotify platform in a new way to get its products into the hands of our shared audiences.

"We see voice as a huge growth area within the industry and we’re excited to be able to deliver screenless advertising solutions for brands.”

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