In 2019, Spotify had 113 million paid subscribers. Second only to Apple Music, Spotify continues to look for ways to innovate. The streaming service has effectively used data to deploy creative and delightful activations, campaigns and partnerships that create brand loyalty and awareness.
Only Spotify Knows If Your Cat Prefers Lizzo Or Billie Eilish
Truthfully, most cats are going to lean into Eilish’s emo vibe, but it’s best to let Spotify decide. Spotify’s new Pet Playlists let subscribers enter their pet’s breed and personality for customized playlists designed exclusively for their pets, with pet-owner listening privileges implied. The Spotify service is only available for dogs, cats, birds, hamsters and iguanas (maybe fish don’t like music), and offers up about 30 tunes to satisfy your furry or scaly friends.
Spotify Data Is At The Center Of Creative Activations And Campaigns
Spotify launched the charming Pet Playlists activation after finding out that 71% of pet owners play music for their pets, and 50% of them believe their pets prefer certain genres. However, this isn’t the first time Spotify has used data to create a buzzy moment for the brand. Spotify’s annual “Wrapped” campaign finished 2019 by using data collected throughout the last decade to create colorful, eye-catching displays for an out-of-home campaign in cities all over the world. For instance, the yellow line on the São Paulo metro was turned into the “Spotify Line” with different “stations celebrating the past 10 years in music and culture,” according to AdAge.
Effectively Implemented Data Can Inform Playlist Partnerships
More than 55% of Spotify users are Gen Z and Millennials, and a recent partnership with director Jordan Peele appealed to this powerful demographic. Peele and Us actor Winston Duke, did a takeover of the TV & Movies hub on Spotify creating Film & TV Favorites, Black Boy Joy and Us playlists, with Peele discussing why he chose the music he did and its importance to his, at that time, newly released film Us. By understanding the interests and preferences of listeners, gathered through saved songs or created playlists and other algorithms and machine learning that Spotify relies on for curation, Spotify can create partnerships and activations that resonate with listeners and are effective at supporting brand objectives.
When Spotify opened up their extremely popular Discover Weekly playlist – a personalized playlist of 30 songs available every Monday – to advertisers last year, they did so with the goal of creating effective, user-centered partnerships that made sense to Spotify users. “Personalization has quickly gone from a nice-to-have to an expected consumer experience that delights audiences, and marketers are craving opportunities to be part of it,” said Danielle Lee, Global VP, Partner Solutions at Spotify. “Our new Discover Weekly ad experience positions advertisers for success and ensures that our fans are hearing messages that embody the ethos of discovery.”
As audiences become increasingly willing to exchange their data if it garners positive results, brands that use data to create fun and interesting activations and partnerships may reap the benefits of brand loyalty and sticky usership.
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