Music streaming service Spotify is rolling out a four-part video education series focussing on some of its coolest features – including Spotify’s deep social media integration – to highlight how life is made better with music.
Featuring music by Australian electronic artist L’Tric, the campaign consists of four videos addressing the different ways Spotify listeners use the service: workout, travel, romance and partying.
Targeting millennials, the mobile-first creative showcases some of Spotify’s most popular features, such as ease of sharing music across social apps and channels – including Facebook and WhatsApp – the ability to browse music by mood or moment as well as Spotify Premium’s offline feature.
The ATL campaign follows Spotify’s recent drive to improve personalisation of key listening moments for its 75m global audience, such as the new Running feature launched in May and the expanding Browse section which offers playlists based on your particular activity, time of day or week.
Spotify’s focus on moments-based music listening now gives agencies and brands the opportunity to target users based on these moments via playlist targeting.
“We know a tonne about our users’ listening habits and brands can now leverage this almost infinite data pool to create campaigns with pinpoint accuracy, leveraging our extensive and compelling content,” explained Serena Leith, director of marketing Asia Pacific at Spotify.
“This data-led campaign showcases our most popular use cases for Spotify in a fun way and highlights the many ways millennials naturally mix Spotify into their social media conversations.”
Platforms: Mobile facebook/YouTube pre-rolls
Markets: Australia & New Zealand
Video production: Brand New Media