Helping Spotify turn knowledge into revenue

 

Helping Spotify turn knowledge into revenue

Launch of a new B2B product with a series of live events translating data into an experience for media buyers.

The Challenge

Spotify understands its audience better than anyone else. When they launched their new ‘Branded Moments’ advertising product, media buyers weren’t aware of the power of Spotify’s interactive user experience. The brand had positioned itself as an innovative and disruptive Tier 1 media platform looking to attract more ad revenue. They asked Set Creative to deliver a B2B marketing event in five different cities in North America and Europe. The target audience were media buyers at agencies responsible for purchasing billions of dollars of advertising on behalf of their Fortune 500 clients.

Our Approach

The power and superiority of Spotify's audience data would be most impactful when demonstrated on a personal level for media buyers, live at an event. Set Creative’s strategy was to immerse media buyers in Spotify's audience data through striking physical visualizations and user interactions.

Set Creative delivered a series of events, known as The Spotify Branded Moments Roadshow, across EU and NA markets consisted of three parts; an invitation which gathered data, a tailored in-person presentation driven by data, and a party featuring curated music and live visualizations made of that data.

Spotify Branded Moments Roadshow Live Event .jpg
Spotify Branded Moments Roadshow.jpg

The interactive brand journey for media buyers started from the moment the invite was sent to the media agencies. Invitees were asked to enter their Spotify username to RSVP and were able to instantly see user-generated data on who else was attending. This data was then brought to life, during educational sessions throughout the week. t the final party interactive panels and light exhibits showcased the data to create a new kind of brand experience that evoked emotion and inspired participation. It provided a fun way to explore the data while revealing the personal connections that fueled the fun.

Spotify Branded Moments Roadshow B2B Marketing .jpg
Spotify Branded Moments Roadshow Consumer Electronics .jpg

The Results

The Branded Moments Roadshow happened over eight weeks in seven cities, visited 61 agencies and educated over 1,000 people about the product.

Spotify was able to demonstrate the transformational power of its data to over 4,000 influential media buyers representing $1.2 billion of media buying power across 5 major North American and European markets.

Over 95 percent of the audience agreed that the Branded Moments Roadshow improved their perception of Spotify as a top tier advertising platform, and about 98 percent were interested in learning more about Branded Moments after participating in the project.

Spotify Branded Moments Roadshow Tour.jpg

Exact numbers on revenue are confidential, but we can say the success of this tour led to the creation of a second tour in Asia and Latin America, in Australia, Singapore, Mexico and Brazil.

Spotify Branded Moments Roadshow is a Gold Winner for a Hermes Creative Award in the category "Interactive Brand Experience".