In a world of so much noise, ads following you everywhere online and sales being shoved down your throat, brands have been shifting their gears to a more humanized approach that speaks to and delights a consumer without being super salesy. When this approach is done correctly, the consumer may not even notice they are being marketed to. Brands are centering themselves around appealing to audiences on a more personal level by showing how their products relate to a consumer’s everyday life and the emotions that coincide with that. By connecting on a more human level, brands are able to interact more with their customers, increase loyal customers and drive traffic. One brand in specific that does this really well is the music streaming service, Spotify. By using data collected through the app, the streaming service is able to tailor content to their consumers based upon their consumer behaviors.
Spotify’s “2019 Wrapped” campaign consists of all of the humanistic marketing components that relate to a consumer on a personal level. Every year in December, Spotify sends users personalized data of what they listened to most during that year, who their top artist was, and how many minutes they listened to music. Users are then given a custom playlist compiled of the artists and songs based on their wrap up over the year.
Their approach gives Spotify users in all demographics a sense of community. When users see their “2019 Wrapped”, via Spotify.com, they are encouraged to share their streaming statistics with their friends and the artists using various social media sites. Spotify is creating more room for conversations by encouraging users to share their statistics, favorite artists and favorite songs in an effort to increase brand awareness and drive subscription sales. When a user shares their yearly wrap up, it serves as free marketing for the brand and creates brand ambassadors across the world.
When implementing a marketing campaign, think about the consumer and their everyday actions and how your product is a part of that. If you provide a user with an easy, delightful experience, they are more likely to continue purchasing your product and sharing your brand with their friends and family.
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