The release of “Thanks 2016, It’s been weird” has resulted in the rising word of mouth exposure score for Spotify among 18-34s increased by five points. YouGov, a marketing firm analyzed the impact this campaign resulted in. This campaign was shared over on social media over 669,000 times and resulted in about 1.2 earned impressions. As this is a highly localized campaign it generates a stronger connection as the concepts being discussed are recognizable to neighbouring peoples. The implementation of conce pts that are familiar to individuals creates a bond between the consumer and producer. The use of est ablishing a human connection to consumers plays a major role in this advertisement. The use of this information has gave Spotify the advantage of tapping directly into the voice of users. Through the use of this data-driven Spotify was able to note clear distant patterns and outliers established by users. T he utilization of user generated data ignited this campaign. Spotify noticeable and unique advertising has statically proven to be more eye-catching in comparison to other companies. The use of witty messages coinciding with bold words and bright colours grabbed the attention of individuals. The creativity behind this campaign worked for the success of this advertisement. The winners of these gifts was annouced through a series of live videos produced by Spotify that resulted in 10,000,000 views. For example, winners that listened to the most trap music was sent wrapping paper with pictures of their favourite rappers on it, which was coined as “rapping paper”. The winners of specific sections were mailed Christmas themed presents. Users that ranked number one in certain categories like top lister of Migos’s Culture album and Sia’s This Is Acting. The final step was to reward users that listened to a selection of artists and songs the most. The emails listed and ranked their favourite artists and songs of 2016. Every Spotify user received an email that served as their own personal recap of 2016. The next step was for Spotify to truly personalize their relationship with users. On social media Spotify choose to present quirky data to its viewers based on the music, creating humorous charts like “How many dances Drake created in 2016?” and the documentation of Justin Bieber’s hairstyle changes. These ads didn’t just showcase the kind of music people were listening to but the trends of the music that was being heard. The second step was Spotify releasing more exclusive data to be advised on websites. The launch was global but highly localized. These ads were splatter all around the world on sides of buildings, billboards and posters. The first step was Spotify launching print ads across the world displaying slogans that represent the music culture of 2016. Spotify launched “Thanks 2016, it’s been weird” as a four step project! For example, billboards in London read “Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day after the Brexit vote, Hand in their,” and in America “To the person who played ‘I Took a Pill in Ibiza’ 52 times on the 9th of February, Everyone celebrates Pancake Day differently”. Spotify would generate data from a specific area and use those results to accumulate an appropriate slogan. Spotify produced location specific quotes for each ad to address specific audiences. This campaign was in countries all around the world. The campaign allowed Spotify to generate a human connection with audiences around the globe by displaying relatable and humorous quotes. The campaign was specifically launch towards to very end of the year as that’s a common time for people to reflect. Thus, Spotify choose to launch a campaign reflecting back on music culture though listener behaviour. In 2016, Spotify’s goal was to launch a more personal campaign to interact with its audience. The original campaign launched at the end of 2016 but served as a permanent archetype for similar ads being produced by Spotify. Bidding adieu to 2016 by displaying an accumulation of data based on subscribers like favourite playlists, number of times a specific song or playlist was played and much more. On November 28th Spotify launched a campaign called – “Thanks 2016, it’s been weird”. In the last decade Spotify has grown significantly reaching over 58 countries worldwide with over 50 million users. The app allows one to listen to the latest songs and create playlists for others to enjoy. It is a platform that grants a music subscription. Spotify, a Swedish startup launched in 2008.
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