In 2020, Spotify Advertising launched it’s very first Wrapped for Advertisers as a fully integrated initiative by delivering an interactive audience insight tool hosted on ads.spotify.com featuring frequently targeted audience segments (e.g. Moms, Fitness Enthusiasts and Foodies) have listened globally and what this means for marketers.
Media Campaign: Social media and targeted press placements in top trade media publications and newsletters, redirecting to the interactive experience.
Gifting: 6,000+ clients across the globe received a choice between three gifts - a one-year subscription to meditation and sleep app, Headspace, a pair of comfy and sustainable joggers/sweatpants or a charitable donation made on their behalf to a global charity.
Resonate: A revamped version of our digital tool, empowering sellers to highlight the power of Spotify’s Streaming Intelligence during meetings by reflecting clients’ own listening habits and bestowing fun awards based on these. This new version of the tool included a comparison between clients’ habits and those of their most frequently targeted audiences, plus new awards based on the 2020 Wrapped themes of gratitude and resilience.
VIP Client Meetings: Led by the vertical category directors, 14 prioritized clients in the US received a VIP version of Wrapped for Advertisers featuring data from their own custom audiences.
My Role: Responsible for creative production, media strategy, owned and social media strategy, and agency management.
Cross-functional Partners: Enterprise Marketing, Content & Editorial, Communications & PR, Data/Research, Product, Consumer Marketing, CRM, Sales, Legal/Licensing, Brand & Creative.
Objective: To drive awareness and consideration for Spotify Advertising’s products and solutions; demonstrate Spotify’s deep understanding of listeners, and provide impactful insights to empower clients to reach them at the right moment and in the right context; encourage Q1 bookings with downloadable package options and lead conversion via ads.spotify.com; grow brand love and organic buzz for Spotify Advertising by engaging clients with an educational and fun activation at the end of the year that ties into the consumer campaign and encourages them to include Spotify in their 2021 media plans.