FMCG / Personal Care · Vietnam · 2023
Diana (Unicharm Vietnam): Diana Cool Fresh: Reaching 5 Million Women Through Programmatic Audio + Display
AKA Digital deployed a first-of-its-kind audio + programmatic campaign for Diana Cool Fresh — combining Spotify Audio Ads with precision DV360 display to reach 5 million Vietnamese women during their highest-receptivity daily moments.
The Challenge
Diana Cool Fresh needed to refresh brand relevance among younger Vietnamese women (18–35) who were increasingly streaming music on Spotify and tuning out traditional TV advertising. The challenge was to find cost-efficient digital channels that reached this demographic during high-receptivity moments — commuting, working out, studying — not just passive display browsing.
Our Approach
AKA Digital executed a two-layer integrated campaign: Spotify Audio Ads targeting Vietnamese women by age, listening behaviour, and content affinity (pop, Vpop, podcast listeners) to achieve high-impact audio impressions during daily mobile sessions — combined with DV360 programmatic display retargeting across premium Vietnamese publisher inventory to reinforce messaging for users who had heard the audio ad. The combination created a surround-sound brand presence across audio and visual touchpoints.
The Outcome
The integrated audio + display approach delivered Diana Cool Fresh's most efficient CPM results across Vietnamese digital channels. Audio completion rates significantly exceeded Spotify SEA benchmarks, validating the channel mix as a repeatable model for FMCG brands targeting women in Vietnam.
Technologies Used
AKA Digital Solutions Deployed
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