Submitted by WPP Media

Dm Drogerie Markt #simplyme Drone Show and Spotify Playlist

Influencer Marketing

WPP Media launched dm drogerie markt's #simplyme campaign in the Czech Republic with a drone show over the Vltava River, reporting an 85% reach in the W20+ target group.

65KSocial Interactions

Case in 60 seconds

dm drogerie markt wanted to raise awareness of the dm brand while opening a discussion about naturalness and beauty in imperfection, which was hard because societal pressure for perfection leaves people feeling inadequate.

The campaign turns on the gap between standardized beauty and self-acceptance, because the page frames pressure for perfection as the source of inadequacy, so a brand that names that pressure openly earns attention rather than borrowing it.

#simplyme carries the message that uniqueness is the most beautiful thing about every person, expressed first as a woman drawn in the sky and then as a playlist built for each listener rather than for a segment.

WPP Media opened the campaign on January 6, 2025 with 200 drones over the Vltava River and a launch event at Prague's Dancing House, where 24 influencers shared the show in real time and then carried the message on social media. Personalized Spotify audio spots led to an Interactive Landing Page whose AI algorithm built a custom playlist, alongside TV, OOH, DOOH, print and cinema.

WPP Media reports an 85% reach in the key target group of W20+ and over 65,000 interactions on social media, and says dm was the first brand in the Czech Republic to use the AI format on Spotify.

Strategy Breakdown

Women in the W20+ target group in the Czech Republic, whom the page describes as facing pressure for perfection.
The page sets the work against societal pressure for perfection and standardized beauty, which it says leads to feelings of inadequacy, so the brand positioned itself against that pressure rather than within it.
dm drogerie markt takes the role of a brand that gives people the courage to live an authentic life, in the page's words, rather than one that sets a standard to meet.
The Interactive Landing Page combined each user's answers with her favorite songs to build a custom playlist, which rests on the reading that people engage more with an experience shaped by their own input.

Creative & Execution System

Assets & channels

  • Other

Partners

  • WPP Media

Participation mechanic

  • Listeners reached through personalized Spotify audio spots answered questions on an Interactive Landing Page, and an AI algorithm combined those answers with their favorite songs to build a custom playlist.

Results & Evidence

MetricValue
Social Interactions65K interactions
Influencers Invited24 influencers
Drones in Show200 drones

Why WPP Media's strategy worked

  1. 1

    A launch spectacle travels further when influencers are in the room, because the 24 influencers turned a single evening's drone show into real-time and follow-on social content rather than a moment only the crowd saw.

  2. 2

    Personalization can carry a brand message about individuality, because a playlist built from each listener's own answers and favorite songs enacts uniqueness rather than describing it.

  3. 3

    Naming a sensitive cultural pressure directly gives a beauty retailer a reason to be heard, so the courage the page claims sits in the choice of topic as much as in the execution.

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