Spotify is putting listener data to use in a more explicit way than usual in its new global marketing campaign. This push is the largest yet for the streaming company, covering 14 territories, and was developed in house. The ads present data points that showcase listener habits in reaction to key cultural moments from the year.
For instance, one reads: “Dear 3,749 people who streamed ‘It’s the End of the World And We Know It” the day of the Brexit vote, Hang in there.” Some are more lighthearted, such as: “To the 1,235 guys who loved the “Girls’ Night’ playlist this year, We love you.”
“The holidays are always a time for connection, reflection and gratitude, but 2016 has been a particularly turbulent year for many of us,” Spotify CMO Seth Farbman said. “So, we wanted to look back on 2016 through the eyes (and ears) of the millions of music fans who use Spotify every day, touching on both the global events that affected us all, as well as the personal moments which struck a chord.”