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2018年包装
案例简介:为什么这项工作与媒体相关? 2018年的包装活动是一项全球性的综合努力,包括高影响力的付费媒体,表演媒体和推动赢得媒体的数字体验。 背景 Spotify创建了流媒体类别-但现在它面临着许多强大的竞争对手。Spotify的主要优势之一是其2亿用户,他们不仅是世界上最大的音乐受众,而且是最热情的用户。 我们的简介是创建一个与文化相关且以数据为动力的活动,该活动针对三个受众-当前用户,非用户和艺术家。 描述创意/见解 (30% 的选票) 在经历了惨淡的一年之后,2018年包装公司决定庆祝艺术家和粉丝的创造力。在丰富多彩的OOH展示中,我们向用户全年创建的创意和意想不到的播放列表致敬。在网上,我们创建了一个微型网站,允许用户重温他们全年的收听方式,并分享结果。而且,同一网站也首次为艺术家提供了体验。 描述策略 (20% 的选票) 该策略是使用数据来鼓励消费者和艺术家采取所需的行动,同时从非用户那里创建FOMO。 备受期待的个性化播放列表在一个月内推动了增量流,通常会看到消费量下降。在整个体验中共享功能驱动了赢得的媒体,充当点对点营销。此外,这种体验提醒免费用户他们有多喜欢Spotify-因此,我们以 “3个月99美分” 的优惠为目标,推动了订阅的增长。 艺术家不仅通过与最大的粉丝分享他们的Spotify数据,带来了数十亿的社会印象,而且为了获得体验,他们必须注册 “Spotify for Artists” 平台-这是我们创作者团队的主要优先事项。 描述执行 (20% 的选票) 11月下旬,OOH活动在全球10多个市场启动,为在线体验带来了更多期待。该网站当天在60多个国家/地区上线,并改编成21种语言。在第一天,超过2000万访问者参加了该体验,而不会影响现场性能。 列出结果 (30% 的选票) 12月份的认购增长率是该公司历史上最高的。 在网上,我们平均每次访问超过3400万消费者的参与时间超过2:30分钟。超过40万名艺术家参与了更长的时间。 虽然该网站的播放列表帮助推动了超过40亿个增量流,但赢得的媒体为那些不在平台上的人提供了一个 “FOMO” 因素。在网站发布的第一天,Spotify Wrapped在Twitter的全球趋势中排名前两位。
2018年包装
案例简介:Why is this work relevant for Media? The 2018 Wrapped campaign was a global, integrated effort that consisted of high-impact paid media, performance media, and a digital experience that drove earned media. Background Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 200 million users, which are not only the world’s biggest music audience, but also the most passionate. Our brief was to create a culturally-relevant and data-fueled campaign that targeted three audiences - current users, non-users, and artists. Describe the creative idea/insights (30% of vote) After what was for some a bleak year, 2018 Wrapped decided to celebrate the creativity of both artists and fans. In colorful OOH placements, we paid tribute the creative and unexpected playlists that had been created by users throughout the year. Online, we created a microsite that allowed users to relive the way they had listened throughout the year, and share the results. And for the first time, the same website gave artists an experience as well. Describe the strategy (20% of vote) The strategy was to use data to encourage desired actions from both consumers and artists, while creating FOMO from non-users. The highly anticipated personalized playlists drove incremental streams during a month that usually sees a dip in consumption. Share functionality throughout the experience drove earned media, functioning as peer-to-peer marketing. In addition, the experience reminded Free users how much they love Spotify - so we targeted them with a “3 months for 99 cents” offer, driving subscription growth. Artists not only drove billions of social impressions by sharing their Spotify data with their biggest fans, but in order to access the experience, they had to register for the “Spotify for Artists” platform - a major priority for our Creator team. Describe the execution (20% of vote) The OOH campaign launched in over 10 global markets in late November, building more anticipation for the online experience. The site went live in over 60 countries on the same day, and was adapted into 21 languages. During the first day, over 20 million visitors came to the experience, without affecting the site performance. List the results (30% of vote) The month of December saw the highest rate of subscription growth in the company’s history. Online, we averaged over 2:30 minutes of engagement per visit, from over 34 million consumers. Over 400,000 artists engaged for even longer. While the site’s playlists helped to drive over 4 billion incremental streams, earned media provided a “FOMO” factor for those not on the platform. On the first day of the site’s launch, Spotify Wrapped occupied the top two places on Twitter’s global trends.
2018 Wrapped
案例简介:为什么这项工作与媒体相关? 2018年的包装活动是一项全球性的综合努力,包括高影响力的付费媒体,表演媒体和推动赢得媒体的数字体验。 背景 Spotify创建了流媒体类别-但现在它面临着许多强大的竞争对手。Spotify的主要优势之一是其2亿用户,他们不仅是世界上最大的音乐受众,而且是最热情的用户。 我们的简介是创建一个与文化相关且以数据为动力的活动,该活动针对三个受众-当前用户,非用户和艺术家。 描述创意/见解 (30% 的选票) 在经历了惨淡的一年之后,2018年包装公司决定庆祝艺术家和粉丝的创造力。在丰富多彩的OOH展示中,我们向用户全年创建的创意和意想不到的播放列表致敬。在网上,我们创建了一个微型网站,允许用户重温他们全年的收听方式,并分享结果。而且,同一网站也首次为艺术家提供了体验。 描述策略 (20% 的选票) 该策略是使用数据来鼓励消费者和艺术家采取所需的行动,同时从非用户那里创建FOMO。 备受期待的个性化播放列表在一个月内推动了增量流,通常会看到消费量下降。在整个体验中共享功能驱动了赢得的媒体,充当点对点营销。此外,这种体验提醒免费用户他们有多喜欢Spotify-因此,我们以 “3个月99美分” 的优惠为目标,推动了订阅的增长。 艺术家不仅通过与最大的粉丝分享他们的Spotify数据,带来了数十亿的社会印象,而且为了获得体验,他们必须注册 “Spotify for Artists” 平台-这是我们创作者团队的主要优先事项。 描述执行 (20% 的选票) 11月下旬,OOH活动在全球10多个市场启动,为在线体验带来了更多期待。该网站当天在60多个国家/地区上线,并改编成21种语言。在第一天,超过2000万访问者参加了该体验,而不会影响现场性能。 列出结果 (30% 的选票) 12月份的认购增长率是该公司历史上最高的。 在网上,我们平均每次访问超过3400万消费者的参与时间超过2:30分钟。超过40万名艺术家参与了更长的时间。 虽然该网站的播放列表帮助推动了超过40亿个增量流,但赢得的媒体为那些不在平台上的人提供了一个 “FOMO” 因素。在网站发布的第一天,Spotify Wrapped在Twitter的全球趋势中排名前两位。
2018 Wrapped
案例简介:Why is this work relevant for Media? The 2018 Wrapped campaign was a global, integrated effort that consisted of high-impact paid media, performance media, and a digital experience that drove earned media. Background Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 200 million users, which are not only the world’s biggest music audience, but also the most passionate. Our brief was to create a culturally-relevant and data-fueled campaign that targeted three audiences - current users, non-users, and artists. Describe the creative idea/insights (30% of vote) After what was for some a bleak year, 2018 Wrapped decided to celebrate the creativity of both artists and fans. In colorful OOH placements, we paid tribute the creative and unexpected playlists that had been created by users throughout the year. Online, we created a microsite that allowed users to relive the way they had listened throughout the year, and share the results. And for the first time, the same website gave artists an experience as well. Describe the strategy (20% of vote) The strategy was to use data to encourage desired actions from both consumers and artists, while creating FOMO from non-users. The highly anticipated personalized playlists drove incremental streams during a month that usually sees a dip in consumption. Share functionality throughout the experience drove earned media, functioning as peer-to-peer marketing. In addition, the experience reminded Free users how much they love Spotify - so we targeted them with a “3 months for 99 cents” offer, driving subscription growth. Artists not only drove billions of social impressions by sharing their Spotify data with their biggest fans, but in order to access the experience, they had to register for the “Spotify for Artists” platform - a major priority for our Creator team. Describe the execution (20% of vote) The OOH campaign launched in over 10 global markets in late November, building more anticipation for the online experience. The site went live in over 60 countries on the same day, and was adapted into 21 languages. During the first day, over 20 million visitors came to the experience, without affecting the site performance. List the results (30% of vote) The month of December saw the highest rate of subscription growth in the company’s history. Online, we averaged over 2:30 minutes of engagement per visit, from over 34 million consumers. Over 400,000 artists engaged for even longer. While the site’s playlists helped to drive over 4 billion incremental streams, earned media provided a “FOMO” factor for those not on the platform. On the first day of the site’s launch, Spotify Wrapped occupied the top two places on Twitter’s global trends.
2018年包装
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2018 Wrapped
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基本信息
- 广告战役: #Spotify-网络-6019#
- 广告品牌: Spotify
- 发布日期: 2020
- 行业领域: 互联网服务
- 媒体类别: 海报/平面 , APP
- 广告语言: 英语
- 媒介平台: 网络
- 获得奖项:
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