Celebrating through data
The marketing and strategy behind the work
Building trust and brand love from the inside out.
Spotify turned 20 this month, hung up its glitterball, and had the birthday bash to end all birthday bashes by spending 20 days gifting its data back to the world. The 20 data drops (one every day across the anniversary period) give both media and listeners a reason to engage, share and celebrate throughout.
The centrepiece of it all is Your Party of the Years, which is a personalised goody bag of listening history for each user, and also a data strategy masterstroke.
Why it works
In a sea of sameness when it comes to tech brands, Spotify has dared to be different. Changing its distinctive app icon to a glitterball, albeit temporarily, has got everyone talking and, importantly, feeling.
Using their vast first party data to celebrate users rather than sell to them builds trust and brand love from the inside out.
Happy birthday Spotify and thank you for inviting us to the party!
Read more here: Spotify’s new disco icon
Read the full issue here: CORE Issue 02
Work chosen by our specialist Sarah Kynaston (Marketing & Media).
