A new campaign from Spotify offers users new social cards to share on Instagram and Co. The focus is on the listeners’ individual musical tastes.
“Nobody lists like you”, explains Spotify the latest campaign of the streaming service. After the Spotify wrapped campaigns regularly attracted a lot of attention at the end of the year, with “Only You” this format should now not only be available once a year but more frequently. In 22 markets the global brand campaign is started. For listeners, there is an interactive compilation of their individual listening habits, personalized playlists and fun facts in the app on iOS and Android.
With over 70 million songs and more than 2.6 million podcasts, we provide the right audio experience for everyone. Our global brand campaign ‘Only You’ focuses on the personal and unique streaming behavior of the listeners. The motifs of our marketing measures also make the special relationship between artists and their fans visible,
so Heiner Kuhlmann, Head of Marketing Spotify GSA. Out-of-home advertising with large posters draws attention to the campaign in addition to digital radio and social media. Often there are motives for local listening habits. There is a poster in Hanover for the Scorpions and Lena, both local artists.
Only You: Listeners can celebrate their musical tastes on social media
On social media such as Instagram, Snapchat, Facebook, Twitter, Jodel and Reddit, statements such as “Only connoisseurs live vegan and eat mixed hack” or “Only Fynn Kliemann followers listen to Spotify with a self-made system” are shared .
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Users can now see the “Only You” experience in their app. In an interactive story, you are first introduced to your favorite artists and typical listening habits. Users can create their own “dinner party” and select artists for this. They will then be shown playlists that have been specially created for them. Of course, the story slides can be shared directly via social. After the success of the last campaigns, Spotify seems to have found out exactly what attracts users to individual reviews. “Only You” flatters the respective taste in music and presents each: n individual: n listener: in as something very special. Of course, they like to share this on social. Accordingly, “Only You” should also be successful for Spotify.
Create shared mix playlists with friends
In addition to the individual playlists and evaluations, Spotify has also created evaluations for fandoms. The idiosyncrasies of the “Popular”, “Selenators” or “Harries” can also watch and share them.
In addition to the “Only You” playlists, the “Blend” feature will also be rolled out. This allows two users to combine their musical tastes and create a common playlist. This is updated daily and adapts to the listening habits of the two participants.
