Spotify Digital Outreach Campaign

Spotify Digital Outreach Campaign
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Digital Media
The digital media is gradually shaping how companies market and advertise to a discrete pool of online consumers. A wide collection of digital media platforms such as Facebook, Twitter, YouTube, Instagram, and WhatsApp link millions of online users, and in the process provide brands with better outreach opportunities. Spotify digital campaign that was responsible for 40% increase of new subscriptions and 90% of financial savings tapped exclusively into digital media by attracting new subscriptions and enhancing the sale of digital music and songs by both online and offline buyers (Katumba, 2018). Spotify utilized users’ playlist and search data to design a thematic campaign titled ‘’2018 Goals.” This digital campaign not only strived to increase the visibility of songs purely in Spotify Website, but it also acted as a new and creative way to usher in 2018 (Spotify, 2018). This data-driven digital campaign integrated different digital capabilities to capture the attention of viewers and internet users.
For instance, millions of viewers across the world took pictures and selfies of these billboards and shared in their social media networks. Perhaps the greatest impact of this campaign was the cyclical impact it created. Millions of users took selfies in front of the billboards and brought online when they shared in digital platforms (Brafton, 2018). It is approximated that nearly 15 million viewers and users posted the selfies in digital platforms, and such a campaign acted as a rigorous marketing and outreach approach.

However, Spotify could have done better by requiring the featured artists to share the campaign in their social media channels (Vault, 2018). Additionally, endorsing a cost-centric approach through the provision of new offers and bonuses in subscriptions would have realized better outcomes in terms of higher revenues and more subscribers. Such offers would provide better and enhanced visibility of music in digital sources. Regardless, the 2018 Goals was an instrumental and compelling digital campaign.
References
Brafton. (2018). 8 Brands with the Best Social Media Campaigns in 2018. The Brafton Official. Retrieved from https://www.brafton.com/blog/social-media/3-brands-with-the-best-social-media-campaigns-in-2016/Katumba, K. (2018). The campaign of the Week: How Spotify Showed the Power of Digital Analytics in their Marketing Campaign. The Smart Insights Official. Retrieved from https://www.smartinsights.com/traffic-building-strategy/campaign-of-the-week-how-spotify-showed-the-power-of-data-analytics-in-their-marketing-campaign/Spotify. (2018). Company Information. The Spotify Official. Retrieved from https://newsroom.spotify.com/companyinfo/
Vault. (2018). About Spotify Inc. The USA. The Vault Official. Retrieved from http://www.vault.com/company-profiles/media-entertainment/spotify/company-overview.aspx