How Topsify and Adlook Drove Stream Growth Through Precise Wedding Audience Targeting

Topsify is Warner Music Group’s owned and operated playlist brand, curating premium music experiences across streaming platforms for listeners worldwide. With a catalog spanning every mood, moment, and milestone, Topsify has established itself as a go-to destination for life’s  most meaningful occasions.  

The Topsify Wedding Playlist is no exception and brings together carefully curated tracks for every stage of the big day – from the ceremony processional to the first dance, dinner  reception, and late-night dance floor – helping couples with one of the most memorable moments of their lives.

Operating in an increasingly competitive music streaming landscape, Topsify is looking to grow awareness and increase streams on their Wedding Songs Playlist focusing on engaged  couples and people actively in the Wedding planning process. Key obstacles included:  

Capturing High-Intent Moments: The wedding planning journey starts months before, and reaching couples at the precise moment they are searching for music and entertainment  required a targeting approach that could keep pace with real-time planning behaviour.  

Pinpointing the Right Audience: Wedding-adjacent audiences are broad and fragmented across lifestyle, bridal, and entertainment content. The challenge was identifying and engaging  only those with genuine intent to plan a wedding – avoiding wasted spend on casual listeners  unlikely to convert into playlist followers.

Adlook deployed a privacy-first activation designed to identify and engage wedding-planning  audiences without reliance on third-party cookies.  

To achieve this, the team:  

1. Activated Deep Context targeting using Adlook’s proprietary targeting models to identify content environments aligned with wedding planning intent – spanning bridal inspiration, venue research, registry planning, and honeymoon content. 
2. Leveraged Smart Audiences, enabling the creation of scalable audience segments derived from open-web content analysis and behavioral signals among actively engaged couples and wedding professionals. 
3. Applied continuous in-flight optimization, dynamically shifting budgets toward the highest-performing placements and audience segments across wedding-focused publisher environments. 
4. Utilised Adlook’s Creative Lab to produce different Rich Media assets for more impactful story-telling capabilities and increased performance with the Adlook platform optimising towards top performers. 

This integrated approach allowed Topsify to reach couples throughout their planning journey with relevant, well-timed creative that drove measurable action.

The campaign delivered strong performance across both brand and performance metrics: 

• +5.0% increase in streams for Adlook-exposed users vs. non-exposed users on the acquisition campaign.
• 2.3M Unique Users Reached
  The Adlook campaign drove efficient and expanded reach across the target audience, helping deliver the message effectively at scale.

• 0.28% CTR with a peak of 0.35% during the campaign – further highlighting how a strong audience strategy combined with a brand-aligned sitelist delivered strong engagement vs a benchmark of 0.20% CTR

This activation highlights the potential of Adlook’s proprietary targeting solutions to support  discovery campaigns tied to high-intent life moments. By combining contextual intelligence with advanced audience modeling, Topsify is well positioned to further grow its Wedding Playlist collection – reaching couples earlier in their planning journey while continuing to drive efficient  playlist acquisition and long-term listener loyalty.  

Future campaigns offer the opportunity to deepen testing across wedding sub-segments (ceremony, reception, honeymoon), expand measurement of incremental streaming impact, and further optimize performance across the full listener funnel.