This week music streaming service, Spotify, has launched its biggest through-the-line campaign since entering the market in May 2012, focused entirely around why summer in Australia is better with music.
The mobile-first campaign, planned and bought by media agency Foundation, is running nationally across digital, social, and out of home (OOH), and focuses on the three biggest music moments for Australian music fans; fitness, travel (commuting, road trips, and summer getaways), and partying with mates.
The campaign has been informed by a data-led approach, mining a wealth of first party data to gain a superior understanding of what’s driving platform engagement during these music moments, to determine how best to message the benefits of having Spotify as your summer music companion.
The micro-targeted digital, social and mobile spend, is complemented by a programmatic buy, which utilises Google Display Network affinity segment targeting, as well as leveraging mobile location and behavioural data to create context-relevant geo-targeted ads.
“By leveraging the expertise of artists, influencers, and our own in-house music editors, this personalised, context-relevant campaign drives directly to content, as well as new product features such as Running, and Party, which we hope will drive significant increases in acquisition, active use, and all-important brand love over the Summer,” said Serena Leith, marketing director APAC.
Building on the success of Spotify’s first foray into transit-focussed OOH in 2014, which saw the campaign awarded with OMA’s Creation Collection Award for ‘Best Creative Execution’, Spotify has again focused on bright, eye-catching OOH creative, with simple copy sentiment, strategically placed in high-traffic transit environments.
Snapchat will play a key role in driving organic conversion and user generated content around Party, Commute, and Fitness. Spotify has engaged NZ-startup Mish Guru to access its game-changing Snapchat content management platform, which has already helped grow “SpotifyAU” to over 4,000 followers in just over a month.