After all, it was Agatha Cristie who said: “The best time for planning a book is while you're doing the dishes.” Naturally, because housework is the sort of work that makes you think about murder. Listening to a thriller podcast over ironing seems fitting. The campaign also promotes Spotify podcasts, letting you know that the streaming service has "A podcast for every mood." Pop-culture marketing is also about understanding your target audience. Spotify chose to highlight how millennials love self-irony, and billboards like that appeared:
Also, they are funny - I am not nerdy enough to forget that.įinding the right meme, however, isn't enough.
Memes are insanely relatable they are the kind of pop culture that makes you feel as though the world understands you and you understand the world. Spotify aims to deepen its relationship with millennials and gen Zs, and there's no better way to do that than by using memes. Additionally, it helped drive audience growth, increasing the number of monthly active users by 29% from a year earlier. The brand did it for the first time to support the industry.Īs a result, #2020Wrapped was responsible for increasing the Spotify mobile app downloads by 21% in the first week of December.
It worked well to unite Spotify listeners around similar musical and podcast preferences.Īlso, Spotify took their messages over the marquees of American music venues forced to close during the pandemic. Additionally, the Only You creators allowed users to peek at what their favorite artist’s fans were doing. Using in-app features for Only You messages distribution enhanced the emotional bond between Spotify and its listeners.ĭuring the campaign, users could see personal stats around their listening experience (for instance, Your Song Year or Your Topics) and share “a-few-weird-facts-about-me”. On the flip side, there was the idea of belonging to a particular fan group behind the campaign: “You are unique, but you are not alone.” (Motivation coaches are applauding now.) Spotify used the in-app experience of the users to make them stand out from the crowd. Only You was launched in June to celebrate odd listening habits. It helps the brand to prepare individualized campaigns based on their users’ interests. Since 2008 Spotify has learned its audience in and out. By signing up I agree to the Terms of Use and Privacy Policy 2021: "Only You"
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