Task 1: Research Portfolio

Spotify 2018: "#2018Wrapped"

About the Company

First and foremost, the audio streaming service originated in Stockholm Sweden was launched in
October 2008. It offers digital copyright restricted recorded music and podcasts, including a
staggering 60 million songs, owned by a variety of media and record label companies. In addition to
this, the app includes features where users can use a freemium service where they can listen to
music, like and create playlists, yet they have limited control over advertisements. But, their premium
service includes a variety of privileges such as uninterrupted music/podcasts, no ads, unlimited skips
and the ability to download music. These Premium features are sub-categorised into the type of
users, for example, the Individual category offers ad-free, offline music and on-demand playback,
costing £9.99/month. Whereas, Family Premium offers a maximum of 6 Premium accounts for family
members living under one roof; Family Mix: a playlist for your family, regularly updated with music you
all enjoy; Spotify Kids: an app solely for younger children, which also restricts explicit music/content,
and ad-free, uninterrupted listening to music/podcasts. The revenue Spotify receives is exponentially
high, with overall revenue of

We have seen over the years that Spotify has gained momentum and popularity for its diverse and
simplistic yet effective approach to advertising, which plays a key role in its outreach to new
customers who are specifically interested in listening to musicians or podcasters. Examples of
advertising techniques include both traditional (i.e billboards, posters, leaflets, pamphlets) and
contemporary (i.e. social media, email, pop-up ads). Throughout its time of existence, the streaming
service has accumulated a staggering 320 million monthly active users.

Furthermore, we will be specifically looking at their annual 2018 SpotifyWrapped adverting campaign
that happens to be relatively popular and well-received from the public and the media industry.
Therefore, we will identify the aspects within the ad campaign; how influential it became; the target
audience and the outreach to others; its consistency in its message and most importantly whether it
was successful or unsuccessful. We will also identify the call to action and what were the expected
and actual outcomes; the representation the campaign provides, as well as areas where they found
ways to

About the Campaign

Spotify’s annual 2018Wrapped was deemed a global success for both ordinary users and musicians
as it created a sense of unity within the music community. Their intentions of this ad campaign can be
interpreted as that they wanted to share and celebrate the achievements of both the company’s
success over the years as well as the creator’s accomplishments. Therefore, Spotify wanted to aim a
target audience of avid music fans who use their streaming service but to approach new customers
who may wish to know more about the company or find out their music interests. Their overall, key
message for this campaign is to encourage users to engage with each other simply by showcasing
their music interests.

The 2018Wrapped can be accessed on all media platforms and devices such as using your
smartphone, PC, tablets, laptop and TV. Users only require to log in to their account with their
username and password to access the annual report of who their favourite artists are, alongside the
number of minutes/hours that they have listened to music throughout the entire year. Below are a few
examples of the 2018Wrapped reports:
Users could also share their results via the app on other social media platforms such as Instagram,
Facebook or Twitter. This is an effective way of viral profiting and marketing since as users continue to
share their personalised share cards alongside using the hashtags such as #2018wrapped
#SpotifyWrapped, the bigger the exposure of the streaming service it will receive. Additionally, Spotify
offered cross-media products for Premium users where they received a jigsaw puzzle that revealed
the artist they had listened to and streamed to the most. Again, they could then share their results on
various websites and media platforms. Below are a few examples of the Early Reveal Puzzles for
Premium Members.

After previewing their 2018Wrapped, users will also

be able to enjoy Tastebreakers, a personalized
playlist that introduces them to new music from
genres and artists you don’t normally explore—but
ones that your personal taste profile hints that you’ll
like. It will encourage the users to listen to new artists,
which is Spotify’s way of endorsing and promoting
upcoming/ deserving musicians on the service. See
below for the example:
Plus, Spotify gave Premium users a chance to take part in its global campaign by offering them the chance to see
their share cards up in lights, where it could be featured on billboards in key iconic locations around the world,
including NYC’s Times Square, London’s Piccadilly Circus, and more.

Not only that, but the artists themselves also had the honour to discover their musical achievements they had
accomplished throughout the year. It provided artists with the following data points:

● Total Hours of Listening in 2018, contextualized into a number of years

● Year-over-year gains (increases in total fans, new fans, fan playlist adds, followers, total streams)
● Total Listeners, contextualized in terms of populations of local cities
● Number of Most Devoted Fans (number of consumers that had you as their #1 artist in 2018)
● Total Followers (if all your fans lined up for your next show, it would be X miles long)
● Total Number of countries + cities you were listened to in (with two cities that are far apart from each
other for context) and
● “Share Your 2018” (Total hours, total fans, total streams, number of countries)

Again, artists can showcase their results by sharing them on their large platform on social media. This is a great
way to endorse the streaming service Spotify because the public who look up to these certain celebrities will
actively engage with the product they have shared.
Advertising

In order to spread their message on encouraging the public to find out about 2018Wrapped, Spotify issued a
range of traditional advertising. Billboards are a key example they had used- these are an advantage because
they offer a wide coverage of information about a product or company, and since its a cheap and a fast way to
get a message across, there is a high chance people will engrain, process and acknowledge the imagery or
information given. Posters too are an effective way to engage and inform the public about the ad campaign.
Below are a few examples of 2018Wrapped traditional marketing:

The location of these traditional advertising could suggest that this was aimed at urban areas where
the population is relatively high.

Demographic

Statistically speaking (according to the website Statista), as of March 2018 the percentage of users on Spotify
was dominated by Millenials, with 29% of its users aged 25-34 and 26% aged between 18 and 24 years old. The
statistical data suggest that younger generations are more likely to interact with the Spotify app. This could
perhaps influence Spotify’s way of promoting and advertising their 2018Wrapped campaign. It can be further
clarified that because of the advancement of technology as well as the growth in population, Spotify, in this day
and age, has attracted a mass growth of young audiences who are able to stream and listen to their favourite
artists and podcasts quickly and effectively. Because of the attraction from the younger demographic Spotify may
also consider the legal and ethical issues as well as a representation within their campaign, meaning they need
to ensure they do not cause offence, misrepresentation or prejudice within the contents given throughout their
campaign.

Advertisers would be likely to conduct market research which helps gather information about audience needs and
preferences. Most importantly, the data they have collected can then be used to target appropriate marketing and
advertising at clearly defined audiences.
To the left, is a bar chart
that depicts the
percentage of users with
an age range of either
respondent under the age
of 30 and respondents
over the age of 30 that
were asked which music
streaming service did they
use in the last 3 months.
In Spotify’s case, 39% of
users of the app were
under the age of 30,
compared to 17% who
were over the age of 30
years old. Overall, this
may affect the
advertisers/producer’s
decision of what sort of
content is shown
throughout the campaign.

Source: Goodwater
Capital. Consumer survey
of 3000 people in the
United States, age 18-86
(Q4 2017).
The outcome of Spotify’s #2018Wrapped:

This revolutionary campaign was undoubtedly a clear and substantial success for the company’s brand. It can be
agreed that their key message, which was to interact with Spotify users to share their music tastes alongside
artists discovering their annual accomplishments of streams, was successful. Below is a statement by the Head
of Creator Marketspace, Spotify

“Since launching initially as a streaming analytics tool, Spotify for Artists has evolved into a powerful
resource for artists and their teams to manage their profiles, understand fans, submit tracks to Spotify
playlists, upload music, and more,” said Charlie Hellman, Head of Creator Marketplace, Spotify. “Over the
past year, we’ve seen artists and teams connect with their fans through Spotify in powerful ways and our
second annual ‘Artist Wrapped’ celebrates that. We hope it’s fun for artists to see how they reached new
milestones, delighted their super fans, and got discovered by new listeners all around the world. And we
know fans love celebrating artists’ achievements with them.”

Consistency of Message

Spotify’s consistency of message is maintained by a number of factors- one being on the overall design,
aesthetics as well as the information shown both in traditional and contemporary advertising. Below, I analysed a
couple of Spotify’s popular traditional and contemporary forms of advertising.
Source: Spotify
Usage and
Revenue Statistics
(2020) - Business
of Apps
SF’s Department For Disability and Aging Services’ “End Ageism” Campaign

About the Campaign

The company, Agency Most Likely To, is behind San Francisco Department for Disability and Aging Service’s
street ad campaign End Ageism. The service wanted to tackle discrimination and prejudice towards
discrimination and prejudice towards the older generation and those who have a disability. The San Francisco
Reframing Aging Campaign is a collaborative effort to increase public awareness of ageism, disrupt negative
stereotypes of ageing, and connect residents with supportive resources and services. The campaign is a
partnership between the San Francisco Department of Aging and Adult Services (DAAS), the Community Living
Campaign, the Metta Fund, and numerous community-based organizations and neighbours. Aims of the
campaign are to address ageism, which remains a great barrier to older adults in actively participating in San
Francisco’s community; and to improve public awareness of available services so that older adults know how to
access services as needed. By addressing these issues the service believes that it can help reduce isolation,
highlight opportunities for connection and support as well as, promote a more inclusive city.

Target Audience

The target audience for this campaign is specifically aimed at the older generation who live in San Francisco.
This targeted demographic are usually the groups that are often looked down upon which are believed to lack
creativity, strength and the overall capability of working in today’s society. According to studies, San Franciscans
are living longer lives, with more opportunities to remain engaged and active. Older adults are the fastest-growing
age group in San Francisco—nearly 30% of residents will be age 60 or older by 2030. However, because of the
ageism they face, it often prevents people from accessing services to help volunteer within their community and
can also affect public support for services and supports that ultimately benefit people of all ages.

The Campaign’s concept

The Campaign initially began with the use of print and digitalised posters which are portrayed to be provocative
and attentive- this is to get their desired target audience (those who live in San Francisco) to talk about the
negative assumptions about ageing that discounts the value of older adults- which is surprisingly prejudiced
against their own future selves. The use of juxtaposition between the old and young facial features into one face
indicates how we should be treated equally and fairly despite the age differences and backgrounds. It’s a way to
defy the odds and stereotypes of the older generation and I believe the Service captured this successfully
because according to message testing, around 61% of a test audience became more interested in the topic of
ageism.

Representation

Representation must also be considered, because this will determine whether the company will successfully
represent the desired target audience in a correct manner. Many advertisers are quick to assume what
older adults are typically depicted as through the use of familiar classifications/ groups, places, culture etc.
Throughout history, getting older, having grey hair or wrinkles were poorly received by society, and
advertisements like the one below, have put a negative stereotype about aging.
In the EndAgeism case, this challenges the popular stereotypes by giving
people or groups the opposite or unfamiliar characteristics. They do this by
using the contrast of old and new, merging into one and include a practical skill
filled by the phrase ‘Never gets old’ Not only that, there is representation of
different races and ethnic backgrounds. Some of the posters include
individuals who came to the U.S from countries such as China, Mexico, The
Philippines etc to work. This shows how the campaign wanted to be as
inclusive as possible to ensure various groups, ethnicities, minorities, genders
aren’t forgotten or misrepresented.

Choice of Media

It is certainly important to spread the message

across simply by advertising their campaign
through a variety of media forms, examples
being radio or television, cinema, print
(newspapers, magazines, pamphlets, in-store
leaflets), billboards, LED, displays and online
(emails, social media, pop-ups, banner ads).
Advertisers beforehand would have identified
and determined which demographic are likely
to take interest in the campaign- this is usually
done through the use of audience
segmentation: the process of dividing an
audience (target or known) into subgroups
based on geographic, demographic,
behavioural and psychographic groups.
 The campaign also issued free badges which include a
practical skill alongside the saying ‘Never Gets Old’,
and below is the website name Endageism.com where
the public can actively search and learn online about
the discrimination and prejudice against older adults as
well as a way that they can help within the San
Francisco community.

When you access the website, there is a call to action where the user can stay connected by entering your email
address- users can gain access to updates on the San Francisco Reframing Aging Campaign. The capitalised
command phrase ‘JOIN THE MOVEMENT’ can infer the importance of being aware of the campaign’s goals.

The San Francisco Human Services Agency also uploaded a video outlining how age doesn’t define who you
are. The timelapse video is a clever use as it could symbolise the passing of time, yet the location of the video
(San Francisco) doesn’t change nor do the posters. Perhaps this also suggests we are mentally the same as we
were when we were younger. Link:
Consistency of Message

The EndAgeism Campaign maintains its key message from a variety of factors which can range from
its propositional messages, the type of media they use, the target demographic or the design of the
adverts themselves. In terms of its propositional message, it can be inferred the company intended to
establish a common ground where the producer needs an audience to trust their product; meaning
that they need to convince the audience that they are on their side. Having the message of ‘Creativity
Never Gets Old’ or ‘Courage Never Gets Old’ may perhaps create a discussion between various
generations and societies by talking positively about older adults. The overall movement campaign
will convince the older adults to have faith and trust in the San Francisco Department For Disability
and Aging Service. Another propositional message they prioritised is to offer those with a clear
benefit- if users were willing to ‘Join the Movement’ it would benefit them as they would help their local
communities by supporting the elderly and disabled in the San Francisco area.