Years back, people claimed that big data was a vital source of information and the future of business. However, big data does not come pre-packaged as “ready to go.” It’s messy, messier than an episode Real Housewives. Without experts to navigate through all the data, it becomes a useless black hole. The amount of data that companies have access to can be daunting, but can be exceptionally useful if approached creatively.
Spotify has demonstrated that they are experts in this realm. Not only have they used their data to enhance their users’ experiences, but their marketing team launched a successful campaign driven by data: an accomplishment that very few companies have been able to do. Instead of welcoming the new year with a kiss, Spotify launched their “Thanks 2016, it’s been weird” campaign. Spotify has access to basic customers’ information and location, their music taste, their playlists, and listening habits. From this, they compiled some weird stuff…they were able to create a comical and entertaining campaign. The ads contained songs or playlists that were popular to the area in which the ads were posted, making it more relevant to the users. Spotify went on to add their own take on the information. Here are a few examples below:
(PC: Ad Age-Spotify)
Not only is the fact that they used data to create this campaign fascinating, but they opted for billboards, a more traditional type of marketing, and very little to no digital marketing. Instead, the public took charge to bring the traditional ads to the digital world, posting pictures of the billboards and their reactions on social media. Billboards have been primarily seen as a one-way medium, but the humorous messages prompted customers to want to interact with the ads, which led to an even greater amount awareness.