Spotify – A Year In Review

When it comes to being truly culturally relevant, knowing exactly what their audience wants and how to communicate with them, we have to take a moment to talk about Spotify. In a category that is constantly being invaded by the big players – Apple, Tidal collective, SoundCloud – Spotify have created a clear, and loud character in a chaotic music scene.

In their current campaign “Thanks 2016, it’s been weird” they have created different versions of the same campaign across 14 markets, containing localized messages, driven by data from listeners and pop-culture topics relevant to events from 2016. From looking at their adverts from around the world, we can see how they communicate with the people they serve differently – both in terms of location and at a one to one level.


In their UK campaign Spotify pokes fun at the Brexit result and the British sense of humour through their data led advert. This highlights how they understand their audience but also that they know that their role in the world is to make every day more humorous and enjoyable – even in dark times.

“Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day of the Brexit vote, Hang in there.” –


The USA campaign taps into a popular holiday in the country, and the connotations of listening to music on your own on Valentine’s day.

“Dear person who played ‘Sorry’ 42 times on Valentine’s Day, What did you do?” –


In Germany, the brand taps into German beer drinking culture with their advert named ‘10 hour playtlist named I love the pub’.


One on One Interaction

And for its loyal followers, this year, everyone got a summary of their year in music – from their favourite songs, artists and albums to how big a fan they are of their favourite musician in comparison to the rest of the world.


Spotify is a great example of a brand being truly connected to culture, understanding its followers’ needs completely and flexing to that without losing its brand personality.  In a world where we are constantly bombarded with data driven communications that apparently “know” us – we think it’s really refreshing to see a brand use our data in a way that feels relevant and interesting to us on a personal level. We believe that if brands take the time to understand what their role is in culture – not trying to have a worthy mission if it doesn’t feel right – but actually connect in a relevant way that feels authentic, they will create a huge feeling of warmth and goodwill from their consumers/users.

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