Bupa

Building brand recognition in key LATAM markets with Spotify

Bupa is an international healthcare company, dedicated to looking after the health of customers and communities for over 75 years

Situation

For over five years, Bupa Global Latin America has been running digital acquisition campaigns in LATAM, using a variety of optimization techniques.

In 2022, they launched a new medical travel insurance product after a hiatus during the pandemic. Key to our strategy was increasing brand visibility and awareness from June to August, high season for travel purchases. We wanted to focus on two crucial LATAM markets, Chile and Peru.

Solution

After analyzing audience reach in a variety of platforms and creative options, we opted to include Spotify Ads (audio) in the media plan to raise awareness during Bupa’s high season promotion.

The audio campaign was active during the promo: June 1 to August 15, 2022.

We chose our audience based on travel-related interests, developed a script grounded in “localized” messaging for the target markets, and chose local talent for the voicework in Chile and Peru.

Results

Chile

+1.1%

CTR

7 times the average in Spotify LATAM (0.13%)

Perú

+0.7%

CTR

5 times the average in Spotify LATAM (0.13%)

“I saw this as an excellent opportunity to diversify our media mix and reach prospects in a totally different way. All Around went the extra mile to ensure that imagery, script and audio all fit our intended target audience, while highlighting the key benefits of this new product.”

Flavia Abdanur Senior Manager Digital Growth & Marketing (Bupa Global Latin America)
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