Let’s Talk Campaigns
Social Media campaigns are everywhere but every one of us takes an interest in a particular one. Whether because of our interests, upbringings, traumas, or lifestyles, different ones resonate with us.
Some examples of popular social campaigns are, Starbucks and the Unicorn Frappuccino, Dove #ShowUs, Popeyes Chicken, and #ShotOnIphone. These all cultivate value and bring brand awareness. If campaigns are done correctly, it will result in praise from consumers and will generate more revenue for the business. In a sense, people won’t want to miss out on your product or they will want to begin supporting your business/product.
My personal favorite that is more recent but occurs every year is Spotify Wrapped.
Starting in 2019, Spotify began to send every user a personalized video summarizing what they had been listening to over the year. Before the new year, each Spotify user, regardless of if they listened to three minutes of music of 50,000, receives a notification that their “Spotify Wrapped” for the year is available. Essentially what users see and receive is an interactive experience that lays out statistics and information informing the listener who their top artists were, their top genre, and their top songs. In addition to all of this information, they provide many more tidbits.
What sets this campaign above others is, that Spotify has designed this Wrapped experience to be sharable. Users can share their data and information directly from the Spotify app. Shortly after the Wrapped campaign came out, users who did not have Spotify were not inclined to download it because they wanted to experience this for themselves.
The reason that this campaign is genius is that “millions of users became unpaid influencers and key brand advocates as they shared their listening across media.” If you think about it, there was nothing like this before they unveiled this campaign. Quickly after, Apple Music rolled out their version which is comparable but people still see Spotify as the original trendsetter for this type of information.
Spotify makes this an experience for its users. In addition to all of the information, users are receiving, they take the user’s top 100 songs of the year and make them into one big playlist. I love having all of my favorite songs from the year in one place. It is a great opportunity to reminisce and be remembered for the songs that you love so much but forgot about.
A feeling that is prevalent among users that do not have Spotify during this time would be FOMO (fear of missing out). Consumers want to be up to date on trends and if you didn’t have a Spotify wrapped to share with your fellow followers and friends, what were you doing? (just kidding…) but this is a reason that the campaign worked so well. It caused people who were not users, to hop on board and I am sure caused people to think of leaving Spotify and going to another music app, the reason to stay, and lastly, gave the people who love Spotify the reassurance of the love they knew they had.
“10 Genius Social Media Campaigns in 2020.” Digivizer, 30 Nov. 2021, digivizer.com/blog/10-genius-social-media-campaigns/.
Author: Christy Christy Laurence is the multi-award-winning Founder of Plann, et al. “17 Successful Social Media Campaign Examples to Learn From.” Plann, 17 Jan. 2022, www.plannthat.com/social-media-campaigns-2020/.
