An Analysis of the Spotify Advertisement Campaign (PDF)

Academic Paper from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: 800, , language: English, abstract: In this report, the campaign strategies to persuade, remind, and inform will be analyzed including social media marketing, out-of-home, and digital platforms. In the modern world, the internet has become a powerful marketing platform with a majority of the population having access to smartphones or computers. Therefore, much of the advertising from Spotify targeted online consumers. Furthermore, the company used TV ads across several markets. The effectiveness of the campaign will be reviewed with recommendations provided on where the company could have performed better.

Advertising plays three important roles namely to persuade, remind, and inform. In this critique, the Spotify 'Only You' campaign will be analyzed to determine whether it was effective in achieving the set targets. Informative advertising usually aims at creating awareness about a product or service. It can be a significant platform to announce the introduction of a new product from an organization and educate the market about new features and the benefits of using the new product features. Spotify being a music and podcast streaming platform, there was a need to personalize the music listening experience of the millions of users on the platform. The 'Only You' campaign was aimed at creating awareness of the personalized user experience, largely depending on the data collected from the user. The ad campaign was released in 2021, targeting music lovers across the globe. It was meant to introduce the new app features which create a unique in-app experience. The company needed to communicate to its subscribers and potential market that, it was not only what they listened to that mattered but also, how they listened to music that was important.