Deezer
|
France
How Deezer turned BeReal into a full-funnel growth engine: A year-round storytelling on BeReal embedded Deezer into Gen Z's daily digital culture.
Awareness
Conversion
First Impressions Takeover
🛒
Subscription Intent
🧠
Ad Recall
💜
Brand Preference
THE BRIEF
Building long-term brand impact and subscription intent with Gen Z
For Deezer, Gen Z is at the heart of the brand. But reaching them in a highly competitive music landscape takes more than visibility alone.
The goal was to build lasting impact by driving awareness, consideration and subscription intent throughout the year.
To achieve this, Deezer partnered with BeReal to create a continuous brand presence rooted in authenticity, music culture and natural platform behaviours.
THE STRATEGY
A layered, always-on narrative system spanning four campaign waves
The strategy focused on maintaining a continuous presence among Gen Z, building visibility and brand recall over time.
Existing assets were adapted to BeReal’s codes, complemented by native and creator content to bring authenticity and keep the campaign evolving.
This approach was amplified through a mix of BeReal formats: Balanced Reach to ensure consistent presence, First Impression Takeovers to maximise impact at app open, and Front Row to turn the “Brand Fight” film into an immersive experience directly within BeReal.
THE OUTCOME
Consistent, platform-native storytelling drove brand affinity and conversion
By transforming music discovery into a shared and unfiltered social experience, Deezer generated strong full-funnel impact throughout the year. Across the four campaign waves, the brand achieved an average uplift of +11 points in ad recall, +9 points in brand preference, and +5 points in subscription intent. More importantly, the campaign demonstrated that consistent, platform-native storytelling can drive both long-term brand affinity and lower-funnel consideration simultaneously.
