![]() After discovering their personal statistics, the customers can decide if it fits their personality and use it as a fun and informal personal overview. Thanks to Spotify Wrapped, users can share self-centred content without seeming self-centred. And, as people like to read about themselves, they also like to talk about themselves. The story “Your top 5 songs” tells is a personalised and unique story. Wrapped creates a strong emotional connection with the customers and shows that the brand “just gets them”. It analyses your data to show you that it understands what you’ve been through and never left you alone. The brand creates tailored playlists based on your story. You’ve been happy, sad, stressed, relaxed, and Spotify was by your side to provide you with the music you needed. However, the underlying message Spotify tries to communicate is that, all of those moments, you lived them with the brand. So the Wrapped campaign is about reliving your year in Music. A strong relationship between the brand and the customer Good luck for developing a campaign more personalised than this one! So, instead of showcasing the “Top 10 artists in your country”, Wrapped focuses on rankings like “Your top 10 artists” with personal data. ![]() If there is one thing that people love to read about, it’s themselves, and the brand knows it. It created a stage for every single one of them. ![]() Spotify not only put its customers in the spotlight as a group. The use of collected data to enhance ultra-personalisation However, Spotify did a great job at reinventing the customer-oriented logic with its campaign.Ģ. Since 2015, your year is the story and you’re the main character.Īmazon has always been the reference example in terms of customer-centric approach. Music is a personal reminder of life, and Spotify bet on that for the base of its storytelling. “Music is the soundtrack of your life” – Dick Clark It’s a flashback that reminds you of hysterical laughters, adventures, trips, relationships, cries or family moments. We all had that moment when that one music plays and we’re taken back to the times we used to listen to it. ![]() A Storytelling where the main character is your customer So how did Spotify managed to develop this successful campaign? Here are the 10 things we lean from Spotify Wrapped.ġ. I bet those who don’t have Spotify wish they had such a personalised experience. Thanks to that very smart use of the data it collects over the years, Spotify took over social media for the 5th year in December. The “Story of Your 2020” tells fun facts about their favorite songs and artists, milestones of their music consumption like the first time they listened to their top 1 song and so on. Each December, every user receives a retrospective of their year based on the data Spotify gathered on their music consumption.Īmong other features, subscribers receive their top 5 most listened artists, songs, albums or the amount of time they spent listening music this year. The campaign started in 2015 by the name of “Your Year in Music” and became “ Wrapped ” in 2017. Spotify Wrapped – Remember your year in Music And if someone got it right, it’s Spotify with its Wrapped Campaign. Marketing is evolving and we are now talking more about “selling experiences” than selling a product or a service. As detailed in a fellow student’s article, CX is becoming a real key to success. If you attended marketing classes or conferences within the past two years, the odds are that you heard of it… A lot.
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