DEEZER

The music streaming service Deezer added video ads in Instagram Stories to engage with new customers and increase app installs, which lowered subscriber acquisition costs by 52%.

THE STORY
Streaming music to millions

Deezer, the first streaming platform in France, was launched in 2007. It has grown into one of the world’s largest music streaming services. Its diverse catalog of 53 million tracks is available for any smart device in more than 180 countries worldwide.

52%

lower subscriber acquisition cost after adding Instagram Stories to automatic placements

2X

increase in conversion rate with automatic placements

Using automatic placements to run ads across the Facebook family of apps and services helped us to reach our users more broadly and effectively, especially through Instagram Stories. We are now using it in other countries and campaigns as well.
JULIANA GUELI, MARKETING DIRECTOR, DEEZER BRAZIL
THE GOAL
Driving subscriptions and app installs

The campaign’s key objective was to acquire new customers while maintaining low acquisition costs. The campaign needed a strong targeting strategy and engaging creative to encourage people to download the app, sign up and start streaming.

Something Went Wrong
We're having trouble playing this video.
THE SOLUTION
Trying out a new ad placement

This campaign was the first time Deezer had experimented with ads in Instagram Stories to encourage app installs in Brazil. The company also used automatic placements across Facebook, Instagram and Audience Network.

Deezer took its existing video ads and adapted them to follow best practices for Instagram Stories. It kept the creative consistent across platforms to increase ad recall and performance.

The ads were then targeted to people who already were using or liked online services such as music streaming, food delivery or taxi services.

The one-month February 2019 campaign successfully achieved:

  • 52% lower subscriber acquisition cost after adding Instagram Stories to automatic placements

  • 2X increase in conversion rate with automatic placements (compared to previous campaigns that did not use automatic placements)