Spotify has launched its biggest ever global marketing campaign – audience-wise – in 14 territories.
The launch uses a chunk of the firm’s 2016 $1bn investment raise to differentiate itself from the competition.
The campaign will roll out in the US, UK, France and Denmark until December 31st, and then to a further 10 markets (Argentina, Australia, Brazil, Canada, Germany, Indonesia, Mexico, New Zealand, the Philippines and Sweden.)
Spotify’s campaign focuses on user-habits, highlighting localised data stories that have been generated by listening on Spotify in 2016 as they relate to key cultural moments of the year.
It was developed in-house by Spotify’s internal creative team in New York, supported by insight from its regional teams around the world.
Apple Music’s marketing might, meanwhile, has focused on using star power like Drake and Taylor Swift to tempt users away from the competition.
Spotify’s campaign arrives at the same time as its resurrected €/£/$ 0.99 for three months deal, which has reappeared at the same time as Amazon’s cut-price entry into the streaming market and Google Play Music’s four month free trial.
“The holidays are always a time for connection, reflection and gratitude, but 2016 has been a particularly turbulent year for many of us.”
seth farbman, spotify
Seth Farbman, CMO of Spotify, said: “The holidays are always a time for connection, reflection and gratitude, but 2016 has been a particularly turbulent year for many of us.
“So, we wanted to look back on 2016 through the eyes (and ears) of the millions of music fans who use Spotify every day, touching on both the global events that affected us all, as well as the personal moments which struck a chord.”
Lines that appear across Out Of Home, digital display and social platforms, include:
- Dear 3,749 people who streamed ‘It’s the End of the World And We Know It” the day of the Brexit vote, Hang in there
- ‘To the person who listened to “I Took A Pill In Ibiza” 52 times on 9th February.. Everyone celebrates Pancake Day differently
- ‘To the 21,043 people who played “Dancing On My Own” the day that Fabric closed..you weren’t’
- To the 1,235 guys who loved the “Girls’ Night’ playlist this year, We love you
- Dear person in Glasgow who listened to the “Forever Alone” playlist for 4 hours on Valentine’s Day, You OK?
It follows on from 2015’s year in music campaign that saw emails sent to users detailing their listening habits over the past 12 months.Music Business Worldwide