Some further research was made into the campaign to find out more about it. I tried to use various sources to write a few paragraphs that can be used in the essay. Some of the points found include the following:
According to Business Insider, ‘different versions of the ads, which [were] rolled out across 14 markets, contain localized messages from Spotify, driven by data from listeners and pop-culture topics relevant to events from 2016’. By analysing the data of millions of users, Spotify were able to find unique pieces of information that could be developed into a tongue-in-cheek advertising campaign. One UK billboard example reads: "Dear 3,749 people who streamed 'It's The End Of The World As We Know It' the day of the Brexit Vote. Hang in There”.
Seth Farbman, the head of Spotify’s marketed explained that ‘there has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing’ (2016). The campaign was hugely successful, and really highlights how technology has impacted the possibilities companies have when marketing and branding themselves.
Source - Spotify says: 'Thanks 2016, it's been weird,' in its largest ad campaign yet. 2016. Business Insider. Available at: http://uk.businessinsider.com/spotify-global-ad-campaign-signing-off-2016-2016-11
In terms of Studio Brief 02, this is the type of work that I would love to produce. Whilst Spotify has no real issue to address, they have demonstrated an incredibly sophisticated level of understanding over their own data to produce work that targets, not only their users, but non-users too. Digital marketing is definitely the pathway that I want to follow in the practical response to my essay.
Seth Farbman, the head of Spotify’s marketed explained that ‘there has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing’ (2016). The campaign was hugely successful, and really highlights how technology has impacted the possibilities companies have when marketing and branding themselves.
Source - Spotify says: 'Thanks 2016, it's been weird,' in its largest ad campaign yet. 2016. Business Insider. Available at: http://uk.businessinsider.com/spotify-global-ad-campaign-signing-off-2016-2016-11
In terms of Studio Brief 02, this is the type of work that I would love to produce. Whilst Spotify has no real issue to address, they have demonstrated an incredibly sophisticated level of understanding over their own data to produce work that targets, not only their users, but non-users too. Digital marketing is definitely the pathway that I want to follow in the practical response to my essay.
