FLUZO Proves How Danone and Coca-Cola Maximized Their Reach with Spotify

In a fragmented audience landscape, Spotify establishes itself as a strategic channel for reaching non-duplicated users. Two recent campaigns measured by FLUZO in France confirm the platform's ability to generate significant incremental reach, in both audio and video formats.

Danone HiPRO: Audio as an Incremental Reach Driver

The challenge: Danone's high-protein brand HiPRO needed to connect with athletes, an audience where 50% were unfamiliar with its products.
The strategy: Essence Mediacom (WPP Media) integrated Spotify audio, video, and display into the global media plan.
The results:

• Spotify audio delivered +4.18 incremental reach points — 82% of the total unique reach not covered by other digital platforms.
• One-third of impressions reached audiences not exposed to TV.
• Audio format proved to be the ideal vector for connecting with sports audiences during screen-free moments.

"Spotify audio complements TV uniquely by offering large-scale incremental reach during screen-free moments. With one-third of its impressions reaching audiences not seen on TV, Spotify is an essential channel for expanding campaign coverage" — Anne Bomo, Integrated Brand Communication Director, Danone.

Coca-Cola: Video as a Coverage Amplifier Without Duplication

The challenge: Create a relevant moment around mealtimes, inviting the French to celebrate everyday small victories during meals.
The strategy: EssenceMediacom launched a 100% video campaign on Spotify, targeting three profiles: "meal planners," "fast chefs," and "deliver eats," each with personalized messages.
The results:

• More than 50% of Spotify's reach was incremental compared to linear TV and the total campaign
• More than 80% of its reach was incremental compared to the digital portion of the plan
• The platform expanded total coverage instead of duplicating already-reached contacts

"More than 50% of Spotify's reach was incremental compared to linear TV and the total campaign. It's worth noting that more than 80% of its reach was incremental compared to the digital part of the plan" — Alix Prouhet, Connection and Media Director, Coca-Cola.

Conclusion

FLUZO measurements demonstrate that Spotify is not only a premium and brand-safe environment but also a measurable and powerful reach growth driver. In highly fragmented contexts, integrating Spotify allows brands to reach complementary, non-duplicated audiences, maximizing media plan efficiency in both audio and video formats.

Information originally published in the French specialized media Stratégies (click to access)