Measuring what matters: GrandVision’s audio-first strategy

Objective: Elevating awareness & foot traffic for GrandVision+

GrandVision launched its GrandVision+ (GV+) subscription program to offer customers premium service benefits and exclusive commercial offers. To reinforce the program’s visibility and drive in-store visits, GrandVision designed an audio-first media campaign in collaboration with Spotify IT, marking the one-year anniversary of GV+.

Key campaign goals:

• Strengthen awareness of GV+ as a unique offering in Italy’s eyewear market.
• Increase in-store footfall by linking digital audio exposure to real-world visits.
• Leverage Spotify’s immersive environment to engage high-intent consumers.

Strategy: Engaging consumers with digital audio

With the rise of screen-free engagement, GrandVision – Luxottica leveraged Spotify’s digital audio ads to deliver targeted messaging at scale, capturing users in key moments of receptivity. Spotify’s precise audience targeting and cross-device reach—across mobile, tablets, desktops, and the Spotify web player—ensured seamless ad delivery in a no-swipe, no-scroll environment. This distraction-free setting fostered a more immersive brand experience, allowing GrandVision to build a personal connection with listeners, enhance ad impact, and drive in-store visits.

Adsquare’s role: Connecting ad exposure to in-store footfall

To quantify campaign impact and optimise performance, Adsquare’s Attribution solution was integrated, providing a granular view of how exposure to Spotify ads translated into physical store visits. More than just footfall tracking, Adsquare enabled true performance validation and actionable insights.

Execution: Engaging audiences & unlocking real-world insights 

Phase 1: Activating a data-driven media strategy

• Targeted Spotify audio ads – Reaching high-potential customers with precise audience segmentation.
• Immersive audio experience –  Enhanced engagement through screen-free moments in a distraction-free setting.

Phase 2: Analysing & validating with Adsquare Attribution

Adsquare’s attribution capabilities provided deep performance insights into how Spotify ad exposure influenced footfall, enabling deep campaign analysis and strategy validation.

Key insights delivered by Adsquare

1. Visitation uplift: Quantifying true campaign impact

Using Adsquare’s incrementality methodology, Adsquare was able to validate that the campaign achieved a +56% uplift in store visits among users exposed to Spotify ads compared to a control group—translating to 4,000 incremental visits directly attributed to the campaign.

2. Audience analysis: Who converted and why?

Adsquare uncovered behavioural and demographic makeup of converted audiences. These insights enabled GrandVision to refine future audience planning and creative-targeting strategies that resonate with high-intent users.

3. Impressions vs. conversions: Understanding the customer journey

Adsquare mapped the full conversion funnel, identifying:

• • When users heard the ad.
  • When they visited a store.

This exposure-to-visit correlation provided a clear measure of ad effectiveness.

4. Lead time: How long from impression to store visit?

• Immediate conversions: Same-day visits after exposure
• Delayed conversions: Visits occurring several days later

Understanding lead time allowed GrandVision to adjust retargeting pacing for higher conversion efficiency.

5. Impression time: When did the converted users receive the ad?

Adsquare’s temporal analysis revealed the peak days and hours when high-intent customers were most engaged. This helped refine future ad delivery windows and campaign scheduling.

6. Conversion time: How did the campaign influence visitation behaviour?

The campaign influenced store traffic patterns, revealing:

• • Which days saw the highest footfall spikes
  • How weekday vs. weekend visits evolved over time
    

These insights helped GrandVision fine-tune promotional timing and on-site activation strategies.

7. Top-performing stores: Where did conversions happen?

Adsquare ranked the five most-visited GrandVision stores and analysed:

• • Engagement levels per location
  • Average distance travelled by exposed visitors

These findings guided local marketing decisions and helped optimise regional ad spend and store-level promotions.

Results: Measurable impact & actionable insights

• +56% visitation uplift, validated through Adsquare’s incrementality methodology—translating to 4,000 incremental store visits proven to be driven by the Spotify audio campaign.
  
• Audience-level insights revealed conversion traits, enhancing future audience planning and retargeting precision.
  
• Temporal insights unlocked optimal delivery windows, improving future campaign pacing and media investment efficiency.
  
• Store-level performance analysis guided local marketing optimisation and spend prioritisation.

Key takeaways

• Audio as a performance channel – Spotify’s digital audio ads successfully drove real-world visits. 
• Actionable attribution insights – Adsquare’s deep analytics went beyond solely foot traffic tracking, providing a complete conversion journey breakdown.
• Smarter media planning – Audience segmentation, creative diversification, and proper modulation of messaging proved highly effective.
• Optimisation insights for future campaigns – Data-backed decisions helped refine:
  • When & where to serve ads.
  • Which stores needed more marketing support.
  • How to improve lead time and re-engagement tactics.

Conclusion: Turning data into optimised marketing decisions

The partnership between GrandVision – Luxottica, Spotify IT, and Adsquare demonstrated the power of data-driven, audio-first marketing.

By integrating Spotify’s digital audio inventory with Adsquare’s location intelligence, the campaign successfully increased awareness, boosted footfall, and provided actionable insights and strategy validation for future campaigns.

Looking to connect your digital campaigns with real-world impact? Let’s talk.

Client testimonial:

“Our audio-tailored strategy, designed to engage younger audiences while employing a more traditional approach for users over 45, successfully increased campaign relevance and resonated with our target groups. Adsquare’s attribution tools provided clear insights, allowing us to assess the campaign’s positive impact on store traffic with precision.” – Natalia Cazzola, Media Manager Optical Retail Italy & ANZ EssilorLuxottica