Wella’s audio advertising campaign for Nioxin Pro Clinical has significantly boosted the product line, which tackles hair thinning and promotes scalp health. Delivered by omnichannel advertising platform Azerion and media agency Digitas, the ads used AI-generated personalised dynamic creatives to make the audio more relevant and noticeable, and more effective at building awareness.

Key results of the brand lift study (see note 1) include:

●      70% of people said they had taken or would take action (buy the product, do further research, provide details to another person, for example) after hearing an ad

●      77% of exposed listeners said the branding was clear

●      Ad recall was up 21 points among people that had suffered from hair thinning

●      Awareness increased 22 points (again, among people that had suffered from hair thinning)

Azerion used agentic audio production platform Audiostack AI to generate 100 versions of the creative. These were based on the audience segments (identified as women aged between 25 and 45 and men between 20 and 35) and 24 specific locations; generic versions directing users to the websites of retailers stocking the products (Boots and Lookfantastic) were also created. Listeners heard either a location-specific ad based on where they were when the ad was served or, if they were not in one of the relevant 24 regions, a more generic version referencing one of the retail sites.

The campaign’s success reflects the core conclusion of a study carried out by Azerion and market research consultancy Differentology; ‘The voice of the future: what the latest research tells us about AI audio advertising’ showed that AI-generated dynamic creative optimisation (DCO) increases brand lift more than standard human voiceovers in audio advertising.

Julia Drucker-Allister, EMEA media director at Wella, says: "Wella is a brand built on expertise and personal connection, and we wanted Nioxin’s media presence to reflect that. This campaign represents a significant step forward in how we use technology to better serve our consumers, away from a 'one size fits all approach' and into personalisation at scale. Seeing a 21-point increase in ad recall among hair-thinning sufferers confirms that when we make our messaging more localised and relevant, we don’t just build awareness - we build a genuine connection with our audience."

Lisa McAllister, group media director at Digitas, says: "At Digitas, we’re constantly looking for ways to bridge the gap between data and human emotion. By partnering with Azerion to build an AI-powered audio solution, we were able to deploy 100 hyper-relevant variants that responded to the listener’s context in real-time. Hair thinning is a deeply personal category where generic messaging often falls flat; this approach allowed us to unlock a new level of creative empathy. Our challenge was to deliver relevance at a scale, that traditional production simply couldn’t reach. The double-digit lift in brand awareness proves that personalisation is no longer just a luxury - it’s the new benchmark for effective audio and that when AI is used as a creative multiplier, the results in both recall and action are transformative."

Ruth Reynolds, insight and strategy director for the UK at Azerion, says: "We know audio is effective. We also know from our recent research that AI-generated voice ads work just as well as human ones. Combining these factors allowed us to roll out a highly effective campaign at scale, generating multiple variations of the Nioxin creative quickly and easily. AI enabled us to target more people, but with more personalisation, which was vital for this campaign because hair thinning can be a sensitive topic, and different for each person that experiences it. Ads were relevant to the person hearing them at that particular moment which drove a significant number of listeners to act on the message, while raising brand awareness among a varied target audience."

Azerion

Azerion (EURONEXT: AZRN) is a leading full-service digital advertising partner for brands, agencies, and publishers. Through our omnichannel capabilities, we drive continuous business growth by curating and connecting scalable, addressable custom aud...

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