AMPLIFY

AMY THOMPSON, FLETCHER KILEY,

MAYA JOHNSON & PEYTON HUTCHINS
CONTENTS
03 EXECUTIVE SUMMARY

04 SITUATIONAL ANALYSIS

06 CAMPAIGN IDEA

08 TARGET MARKET

09 OBJECTIVES

11 STRATEGIS

12 TACTICS

15 IMPLEMENTATION

16 MEDIA

18 BUDGET

19 REFERENCES
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EXECUTIVE
SUMMARY

A strong advertising campaign plan for Spotify has

been consciously created to be achievable and
maintainable - complementing the effervescent
and consumer-driven entertainment brand that
the company has established.  Driving isn’t a time
for surprises, it’s about familiar and comfortable
spaces, journeying to daring and scenic places.
Spotify has recently introduced the ‘Your Daily
Drive’ Playlist compiled of daily podcasts, news
bulletins and listeners favourite music to
accompany users on their commute. To extend on
this new feature, Spotify is to create an algorithmic
feature that allows playlist collaboration amongst
the applications users’ in a car. The program is to
be set on all mobile devices to enable a
compilation of mutually loved songs in each
passengers’ collections to be generated into a
single playlist. The purpose of the campaign is to
reinforce the brand’s narrative of ‘music for
everyone’ while introducing a subset
#SpotifyTogether, encouraging the brand to be the
habitual and preferred entertainment during car
trips. Radio being the drivers’ native entertainment
pastime, Spotify will challenge the traditional
systems by empowering fair, interactive and
mutually beneficial enjoyment for the journey.  The
campaign will implement three advertising tactics
and strategies that translate across traditional and
modern platforms to optimisation widespread
engagement to our millenial-generanation z
consumers.   
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BACKGROUND

International media service, Spotify provides music for everyone across a range of digital
platforms. The free streaming service enables artists to publish music and individuals to
consume music. Spotify allows you to create your favourite mixes, but also generates organised
playlists based on an algorithm, selecting songs based on your most played, mood and
interests.

Swedish founders, Daniel Ek and Martin Lorentzon express that the platform was a solution to
the big problem of piracy that they identified was killing the music industry. Spotify was created
to make music universally accessible and affordable. “I realised that you can never legislate
away from piracy,” Ek told the Daily Telegraph in 2010. “The only way to solve the problem was
to create a service that was better than piracy and at the same time, compensates the music
industry. That gave us Spotify.” (Vega, M., 2020). Spotify’s mission according to their ‘Company
Information’ then became to unlock the potential of human creativity by allowing millions of
artists to live off of their art and billions of fans to enjoy and be inspired by it.
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CURRENT SITUATION

Since Spotify’s release in 2008 in Sweden, it has become the world’s largest
music streaming platform. (Iqbal, M., 2019). There were 217 million monthly
active users of Spotify in 2019 according to the company’s official Q1 2019
report. Statistics have shown that with each new feature release, this
number of active users increases.

Spotify is currently working towards improving their active users through

encouraging US listeners to use the platform while they are in their cars as
opposed to listening to the radio. According to ‘The One Club Young Ones
Education Festival and Competition’, 40% of all music listening in the US
happens in the car. Overall, Americans spend 70 billion hours driving each
year and on average commute 35 minutes each way. These statistics show
that there is an invaluable opportunity for Spotify to arise as the number
one source of driving entertainment.
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CAMPAIGN IDEA
Music has entertained us for centuries, giving beats to each memory we
hold. In great heartache, triumph, acrimony and civility – music has always
been there. Even through the divides in social and political contexts, it
continues to bring us together.  

Spotify will release the first of its kind shared music experience filling your
cross-country road trips, 2am ice-cream runs, and school drop offs with
mutually-loved music from everyone’s favourite playlists. The Spotify
algorithm is designed to select through each passenger ‘On Repeat’ playlist
and select songs that everyone has in that list, cultivating the perfect
‘Driving Together’ playlist – leaving your journey with no skips and no
complaints. 

The essence of bringing people together through music is Spotify’s driving

force in this campaign – this system will guarantee each person in the car
was familiar with the song. The ‘Driving Together’ playlist is compiled of
varied genres that platforms Spotify’s liberation of diversity and will serve
successfully to our audience.
 #MUSICTOGETHER
STRENGTHS
Spotify was one of the first music
streaming services and has become one
of the— if not the most— recognisable
and trusted platforms. Spotify has a
library of millions of songs (around 50
million). They offer playlists made by
their users as well as Spotify's own
algorithm system. Additionally, playlists
have sharing and collaboration
capabilities which makes the service
more social. Users can find out
information on artists and are
recommended, similar artists. Spotify
also has a wide range of podcasts which
allows users to listen to news and
entertainment. The platform is also
compatible with all devices and offers
both a free and subscription version.
WEAKNESSES
Spotify's opportunities are in developing
more interactive experiences on their
platform. It is currently available in 79
markets, and further global expansion
may be possible. Spotify is presently
looking to expand their user base by
encouraging more drivers to use the
service in their cars.
OPPORTUNITIES
A primary weakness of Spotify in the
context of using the service in the car is
the fact that it is not hands-free. When
considering the dangers of using phones
while driving, this may be a reason as to
why people will not use the platform
while in their cars. Additionally, Spotify
requires an internet connection or data
to run unless the listener has paid for
the premium version and has
downloaded the material they want to
listen to in advance.
PAGE | 07
THREATS
In regards to what drivers listen to in
their cars, it has been identified that
Spotify's major competitor is general
radio. This is because listening to the
radio has become a habit for many.
Radio is a powerful competitor: it is
free, easy to access, does not require
Bluetooth or other means of connecting
to the car, provides local news and is
familiar to many. The other primary
threats that Spotify face are its direct
competitors in the music streaming
market. There are various alternatives to
Spotify, which are all continually adding
new features in an attempt to attract
new listeners or hold onto existing
listeners. A primary competitor is Apple
Music which is known for its exclusive
releases and large libraries. While
Spotify is the most popular streaming
service in the world with 100 million
users worldwide, Apple Music has the
current title of most popular in America.
Additionally, there are brands such as
Google Play Music, Tidal and Amazon
Music Unlimited, which are also
reasonably accessible streaming
services. A secondary threat to Spotify is
Pandora Radio. This platform offers a
radio service which allows listeners to
discover new music through a
recommendation system.
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TARGET AUDIENCE
Bold, enthusiastic and never afraid to have an opinion, Spotify communicates to its
consumers as a fellow fan, because we it loves music and culture as much, we they
do. Spotify knows our fans; the more consumers stream, the more they learn. Their
current user engagement commands their streaming intelligence — which provides
information and analytics that echo the real people behind the screens; going past
demographics and IP addresses and revealing an individual’s moods, mindsets,
tastes and behaviours.  As of March 2018, Spotify's user base was dominated by
Millennials, with 29 percent of its users aged 25 to 34 and 26 percent aged between
18 and 24 years old. (Spotify users by age in the U.S. 2018 | Statista, 2018)

Pew Research Centre identifies 1996 as the last birth year for Millennials - with born
between 1981 and 1996 (ages 23 to 38 in 2019) is considered so. Those who are
born from 1997 onward is part of Generation Z. (Statista, Defining generations:
Where Millennials end and Generation Z begins, 2019) It is understood that Spotify is
the most successful channel with under-30s, with Pandora nearing closely. (Iqbal,
2020) Spotify’s audience information notes millennials stream on repeat more than
they stream on random. These listeners are 90% more likely to have the newest tech
products and features. Millennials stream every genre more than they stream their
favourite genre. These listeners are 44% more likely to regularly inform friends and
family about new innovations and products (Audiences, 2017).

Upon the research conducted, the most suitable listener would be a digital native
with moderate technological literacy between the ages of 18-30. This consumer has
an active social life, good relationships and a driver’s license and mode of
transportation.
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OBJECTIVES
Our ultimate GOAL is to encourage people in the US to increase Spotify use in the car rather than
automatically choosing radio with the new #SpotifyTogether feature.

QR CODES

Boost the brands awareness by QR Code scans. The first phase of the campaign will see posters and billboards
around the US promoting the Spotify campaign, accompanied by QR codes that the public can scan.

Specifics of the objective: The campaign's first objective is to have 500,000 QR Code scans by February 1st.
The posters and billboards will be uprooted on the 3rd of January until the 1st of February leaving just over a
month for the public to scan the codes.

Measurable: The team will be able to measure the QR code scans digitally. Not only that, but due to the
different states in the US having different digital data sets, the QR code scans can be tracked, reporting on the
consistency of the scans in each state.

Attainable: There will be 750,000 QR Codes throughout all of the US resulting in approximately 15,000 QR
Codes per state. The objective to reach 500,000 scans in one month is a stretch although can be attainable.

Relevant: As discussed in the tactics one scan of the QR code will take an individual to a site where they will be
provided with more information on the campaign.

Timely: The objective is to attain 500,000 QR code scans between the 3rd of January 2021, and the 1st of
February 2021. This is the space of time that the posters and billboards will be erected.

HASHTAG

The campaigns second objective is to raise brand awareness by trending the campaigns hashtag
‘#SpotifyTogether’ on both Instagram and Twitter. All posters and billboards will also promote the use of this
hashtag. More importantly, all online content from Spotify’s own posts and influencer posts will encourage the
use of this hashtag commencing on January 3rdJanuary 3rd.

Specifics of the objective: The campaigns second objective is to get the hashtag #SpotifyTogether in the top
10 trending hashtags on both Twitter and Instagram. By February 1st.

Measurable: The trending hashtags tabs on the social media platforms can be tracked to see whether the
hashtag is trending or not.

Attainable: Although the use of the hashtag will be promoted up until November 2021, the twitter and
Instagram algorithms trend hashtags which have been searched and used a lot in a shorter length of time. This
is why the objective is to have the hashtag trending within a month, as it will have a higher chance of driving
more traffic when first rolled out.

Relevant: The hashtag #SpotifyTogether directly relates to the overall goal of getting users to think about using
Spotify more while driving.

Timely: The objective is to have the hashtag #SpotifyTogether trending on twitter and Instagram by February
1st 2021.
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OBJECTIVES CONT.
HASHTAG CONT.

The campaign's third objective is to keep the campaign in the minds of the public. As explained in objective two,
the implementation of a hashtag' #SpotifyTogether' will be promoted on all campaign advertisements and social
media. Objective two was concentrated on getting the hashtags trending on social media. In contrast, objective
three focuses on the volume of uses of that hashtag.

Specifics of the objective: The campaigns third objective is to attain 5000 uses of the hashtag
#SpotifyTogether on both twitter and Instagram by November 1st, 2021.

Measurable: Twitter and Instagram make it easy to see how many times a specific hashtag has been used.
Such as; how much the hashtags are used over some time can be examined to determine if the hashtag is
being used to its maximum potential.

Attainable: 5000 uses of the hashtag in 10 months. That is 500 uses per month, and with 750,000 billboards
and posters with extra online social media and influencer posts promoting the hashtag that number is
attainable.

Relevant: As discussed in objective two, the hashtag directly relates to the overall goal.

Timely: The objective is to have 5000 uses of the hashtag #SpotifyTogether on both Instagram and Twitter by
November 1st 2021.

LONGEVITY

The campaign's fourth and final objective is effectively the product of all three of the previous objectives. The
overall campaign idea was for Spotify to incorporate new user experience into its app. The fourth objective can
be attributed to the successful running of all campaign variables.

Specifics of the objective: The campaign's fourth objective is to have 50,000 new downloads of the Spotify
application (apple + android), and 100,000 uses of the Spotify promoted unique user experience by November
1st, 2021.

Measurable: The team at Spotify will be able to see how many new downloads the app has had once the
campaign has commenced. The algorithm which creates the promoted experience for Spotify users can also be
examined by the Spotify team, allowing them to see how often the feature is being used.

Attainable: Due to the capacity of billboards, posters and online media advertising Spotify's new experience, it
is expected that the goal of reaching 50,000 new downloads and 100,000 uses of the experience is attainable.

Timely: The objective is to have 50,000 new Spotify downloads and 100,000 uses of Spotify Together
experience by November 21st 2021.
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STRATEGIES
STRATEGY ONE: Reposting of Stories and Tweets
Two of the most important objectives in the campaign as discussed earlier was
to promote and encourage the use of the hashtag #SpotifyTogether and make
those hashtags trend on Instagram and twitter. To reach these objectives, the
implementation of the right strategies needs to be put in place and more
importantly they need to be directed at our target audience. Millennials
currently make up 80% of all twitter users (Aslam, 2010) and 59% of all
Instagram users (2019, Fuscaldo). We know that our target audience members
are on these platforms and using hashtags already. Reposting and Retweeting
posts made by people using the #SpotifyTogether hashtag will encourage people
to use the hashtag on social media. Not only will Spotify’s fans be acknowledged
by the company, but they will also gain exposure for their post or tweet which
can add more appeal to the use of the hashtag.

STRATEGY TWO: QR Code scan to Instant app update and

Introductory Video
To ensure enough QR codes are scanned from the posters and billboards
situated around the US, strategies need to be in place to ensure our target
market are encouraged to scan the ads when they see them. When the customer
scans the code it immediately opens up a short video giving the individual an
idea of how the new experience will work, as soon as the video ends, the phone
will open up the application store on that device to the Spotify page where an
update for the app is one click away. From the time the individual scans the code
they can have information they need, and the new updated experience ready to
download in under 20 seconds. This caters to our target audience as these QR
codes are situated in public where people are a lot of the time on the move,
ensuring they can have all the information they need about the experience in
just one short scan. The posters will of course advertise this information so that
people understand the benefits of scanning in the first place.

STRATEGY THREE: Consistent Application Download Links

If people do not currently have Spotify they will need to install the whole
application not just the update in order to use the experience. To achieve the
objective of attaining 50,000 new Spotify downloads we will guarantee that every
social media post by Spotify, also all of the influencer’s posts have a link which
takes you straight to the Spotify download. This will cater for our target
audience by enabling them to download the app with one click and without any
hassle. Expanding from strategy two, if people do not have the application
already the QR code will take them to the download page for the app. The
posters and billboards will all also have the download link situated at the bottom
to allow individuals to type in the download link if they do not want to scan.
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TACTIC ONE

TRADITIONAL ADVERTISING
To launch the new Spotify integration, we will focus on traditional
and digital advertisement to promote it to everyone in the US. We
will distribute and display posters on all bus stops, billboards,
taxis and train stations. Spotify will translate ads digitally by
targeting those who already listen to Spotify, creating a data
pattern to command our ads to their algorithm. The posters will
aim to promote the new integration and provide information on
what the project is and how it will benefit people. We will create
interaction with the public by using a QR code for traditional
advertisements. When consumers scan the QR code, they will be
provided with more information on the new Spotify integration
feature. This is an opportunity to use the hashtag
#SpotifyTogether which will lead toward our second tactic of the
campaign. To measure our traditional and digital advertising
tactic, we will analyse the clicks from the QR codes and digital ads.
This tactic is aimed to achieve the objective of increasing brand
awareness, encourage more drivers to use Spotify in their cars
and to use the new app integration.
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TACTIC TWO

SOCIAL MEDIA HASHTAG

Once the campaign is launched, we have created a hashtag to
optimise the conversation about the new Spotify feature. The aim of
this tactic is to implement the hashtag #SpotifyTogether for the
target audience to share within their network and allow others to
join the conversation. People will use the #SpotifyTogether when
they're using it in the car, they will take an Instagram story (video,
photo or boomerang) or Tweet using the hashtag. As Spotify has a
large community, our hashtag will be a branded hashtag for several
months to allow the target market to understand the new feature.
Our social media reach will engage with the conversation by
reposting those who use the hashtag to maximise the discussion
and forge a connection to our social media audience.

We will measure tactic two by hashtag tracking tools and Instagram

and Twitter analytics. We will have insight into how many times it is
used, what time of the day it is used, and what sex and age the
hashtag is used by. The hashtag will effectively inspire our followers
to interact with the new feature and want to join in on the
conversation by using the hashtag. Our objective is for people to
use the new Spotify feature while driving in the car with a group of
people, we want to create a fun way for them to reach Spotify's
network and grow the hashtag from one person to the next.
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TACTIC THREE

INFLUENCER COLLABORATION
The last tactic will be an influencer campaign. It will build the Spotify
feature awareness after the launch and create a conversation using the
hashtag #SpotifyTogether on Instagram and Twitter. Influencers will use
their social media to join the conversation because our target market uses
social media, to which the tactic will be active. Influencers will take an
Instagram or Twitter story or post and use the hashtag. They will share
their experience with the new Spotify feature and provide their audience
with information. The ideal image they will post in a car full of friends, on
the way to university, work or music festivals. The aim of this tactic is to
represent a relibale that can be enjoyed anywhere in a car with friends,
family or strangers. We will not provide Spotify discounts; our aim is to
provide our target audience with a trustworthy review through our
selected influencer and allow them to share their experience via Instagram
or Twitter feeds. They will tag Spotify in the post and use the hashtag
#SpotifyTogether.

To measure the success of the new Spotify feature through influencers, we

will look at two elements; content creation metrics and website traffic. All
influencers have a business Instagram page, and we will measure their
individual posts through page analytics. We will provide each influencer
with a unique URL. We will use Google Analytics to measure traffic and the
effectiveness of their post, our selected hashtag #SpotifyTogether and the
influencers target audience.
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IMPLEMENTATION
CAMPAIGN LAUNCH DATE: JANUARY 2021 US NATIONWIDE

Posters: January 3rd – February 1st, 2021

Between January 3rd and February 1st, Spotify will release posters on
750,000 bus stops, 24/7 storefronts, train stations and billboards across all
of the US states, particularly in the state capitals, to promote the new
feature. We will measure the QR Codes and clicked ad links on social
media and browsers between January 3rd and February 1st.

Influencers Campaign: February 1st – March 1st, 2021

Selected influencers will post on the launch date to create awareness of the
feature, share their experience and use the hashtag #SpotifyTogether.
The selected influencers will post 1-2 times a week to create hype about the
feature and encourage their followers to use the feature and share their
experience of it while using the hashtag #SpotifyTogether. We will have two
influencers from a range of selected influencers to post twice a week to the
end of the campaign.

Social Media #SpotifyTogether: January 3rd – November 1st, 2021

We will post on the Spotify account and reveal the new tactic to use the
hashtag #SpotifyTogether. We will repost stories with the hashtag between
February 1st to February 10th.
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TV/SOCIAL MEDIA
ADVERTISEMENT SHOT LIST
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IN-HOUSE SPOTIFY VOICE AD

*car door closes* or *seatbelt clicks*
GUY 1: Who’s on music? 

*car door closes* or *seatbelt clicks*

GIRL 1: Who’s on music? 

*car door closes* or *seatbelt clicks*

THEM 1: Who’s on music? 

With SpotifyTogether sync up your devices in the app and we will create the
ultimate driving playlist with tunes you all love and listen to – no fuss, no
complaints – just good music for everyone.

BILLBOARD & PRINT AD

REAL QR CODE!
CHECK IT OUT
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Campaign Advertisement Budget

Advertisement Purpose: gain app instalments, engagement and conversation. Reach:
based on interests, location and custom audience (already have Spotify downloaded).
Facebook
Media: video ads
Location: all USA
Audience: 16 - 65+

Date: January 3rd – March 1st, 2021

Time: 6:30 AM – 7:30 PM

Budget: $2000 = $1.07 per like and $5.47 per Spotify download (measured when the
audience clicks on the ad and links to the App Store or Google Play store).

Instagram
Media: story ads and video ads
Location: all USA
Audience: 16 - 65+

Date: January 3rd – March 1st, 2021

Time: 5:30 AM – 10:00 PM

Budget: $3000 = $1.27 per ad click

YouTube
Media: Measured through Google Ads. We will advertise through in-stream skippable
ads and non-skippable ads. The ad will automatically play before the YouTube video.
The video will take viewers to the app instalment link.

Location: all USA

Audience: 16 – 65+

Date: January 3rd – March 1st, 2021

Time: 24/7 all day and night

Budget: $6000 = daily budget of $30. $0.20 per view or click. $1000 every 10,000
people.

Billboards and street advertisements

Media: videos and digital and posters OVERALL BUDGET:

Location: LA, New York and San Francisco DIGITAL BILLBOARDS = $100,000 (12
Audience: all WEEKS (IN ABOVE LOCATIONS))
Age: all ages
BUS ADS = $10,000 (12 WEEKS)
BUS STOPS SHELTERS = $9000 (12
Date: January 3rd – March 1st, 2021 WEEKS)
Time:
Set 1: 7:30 AM – 10: AM SUBWAYS = 4000 (12 WEEKS)
Set 2: 3:30 PM – 6:30PM
(excluding posters on buses and train stations)
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REFERNCES
Aten, J. (2019). Apple announced that its streaming music service has passed 60
million users, but is it better than Spotify? Retrieved From
https://www.inc.com/jason-aten/apple-music-is-better-than-spotify-in-this-1-
important-way.html

Dorsey, J. (2020). Twitter by the Numbers (2020): Stats, Demographics & Fun
Facts. Retrieved from https://www.omnicoreagency.com/twitter-statistics/

Fuscaldo, D. (2020). Instagram: 59% of U.S. Millennials Are Active Users.

Retrieved from https://www.investopedia.com/news/instagram-59-us-
millennials-are-active-users/

Goodwater. (2018). Understanding Spotify: Making Music Through Innovation.

Retrieved from https://www.goodwatercap.com/thesis/understanding-spotify

Iqbal, M. (2019). Spotify Usage and Revenue Statistics. Retrieved from

https://www.businessofapps.com/data/spotify-statistics/

Pew Research Center. 2017. Defining Generations: Where Millennials End And
Generation Z Begins. Retrieved from: https://www.pewresearch.org/fact-
tank/2019/where-millennials-end--generation-z-begins/

Spotify. (2020). Company Info. Retrieved from

https://newsroom.spotify.com/company-info/

Spotify Ad Studio. (2020). Spotify Audience Facts & Usage Statistics. Retrieved
from https://adstudio.spotify.com/meet-your-audience

Statista. (2018). Spotify Users By Age In The U.S. 2018 Retrieved from
https://www.statista.com/statistics/475821/spotify-users-age-usa/

The One Club / Young Ones Education Festival and Competition. (2020). The
Future of Advertising. Retrieved from
https://www.oneclub.org/education/youngones/

Vega, M. (2020). 15 Telling Spotify Statistics in 2020. Retrieved from

https://review42.com/spotify-statistics/