100 Ways to Be More Relevant: How AI-Personalised Audio Built Awareness for Nioxin

Client: Digitas, Wella - Nioxin

Nioxin needed to build awareness in a category where relevance matters as much as reach. Hair thinning is personal, emotional and easy to tune out if advertising feels generic. So instead of relying on one standard audio ad, Nioxin partnered with Azerion and AudioStack to create a personalised audio campaign designed to make the brand more relevant in the moment.

Using AudioStack AI, the campaign produced 100 creative variants. These combined male and female audience-segment versions, informed by Azerion’s DMP data, with location-specific store variants and generic retail versions directing listeners to Boots online or Lookfantastic. Ads were triggered according to user location and retailer proximity, meaning listeners could hear a more locally relevant message when near Boots, where Nioxin was sold. The objective was awareness, and the results proved the value of this approach. Personalised dynamic audio was the strongest driver of cut-through, prompted awareness, positive sentiment, message take-out and claimed action. Among people who had suffered from hair loss, ad recall increased by 21 points and prompted awareness by 22 points. Overall, 77% of exposed listeners said branding was clear and 70% said they had taken or would take action after hearing the ads. This campaign proved that AI-powered creative personalisation can make audio more relevant, more noticeable and more effective at building awareness.