Lo1 and Lo3: Purpose of social media and creative content

This last mindmap demonstrates the way that Spotify used blended marketing when distributing and releasing their campaign. Platforms such as Instagram, Facebook, twitter, snapchat and YouTube were used in order to not only reach a larger audience through multiple platforms of different target audiences but also reinforce their theme in order to make the campaign stick in their audiences heads, they did this by using the same house style elements such as colours, fonts, slogans and photos.
Despite Spotify posting multiple adverts for the campaign over different social media accounts and also traditionally distributing them via posters and leaflets. The campaign was also highly popularized through user generator content since the main purpose of the campaign was to involve the audience and let them see their own personalized data in regards to who their favourite artists and genres were, consequently leading millions of people to post their results under the #spotifywrapped hashtag which trended on apps such as twitter, Instagram and Facebook.

What's thee objective / purpose of the campaign?

The purpose of this campaign was to promote the brand (Spotify) in order to gain more customers / users. I think one of the main objectives for the Spotify campaign was to make the target audience feel as though they're a part of spotify's journey and future. Since, the campaign used data in order to tell the stories of it's users activity and show that Spotify is optimistic for next year, allowing them to feel personally attached and involved in the app which is a good stategy in regards to making people want to carry on using the app as they feel a personal connection to the brand.

Since the campaign involved many A-list celebrities and other people who are often talked about within the mass media, I think that Spotify wanted to reinforce the fact that their app has the best  songs and a variety of different genres since they used celebrities from different genres including comedians since Spotify has podcasts. I also think that the fact that the campaigns shows that the celebrities endorse and use Spotify makes the target audience want to use the pp since these celebrities are typically seen as ideal self's and partners, making the audience want to follow in their footsteps and use the same apps as them.

What content can you find on each social media for the product / brand? 

On the different social media accounts used to distribute this campaign such as Instagram, Facebook, snapchat and twitter, you could find multiple different adverts posted by Spotify accounts, adverts included context such as jokes about celebrities E.g. "Ed Sheerans music was found on 48 different 'I love gingers' playlists", however more personal adverts with personalised language such as 'you' in order to make the audience feel more targeted and inclined to look at their '2017' wrap. However, although Spotify posted multiple different adverts for the campaign over social media platforms, a lot of the content seen is user generated, since the audience can see their personal data in regards to who their favourite artists are and what they listen too the most, meaning millions of people posted their results under the #2017wrapped or #2018goals hashtag. Synergy is seen throughout each platform in regards to this campaign due to the font, house style colours and imagery typically being of the same theme and denotation.

How is the content creative? 

The content is creative due to the fact that each Spotify user can post their own personalised data which allows the campaign to be often denoted on timelines, entertaining the audience rather than making them feel fed up of seeing the same adverts over and over again,

Who is the primary target audience? 

The primary target audience is of both males and females aged between 13-25 I'd say due to the fact that the campaign uses celebrities who are well known in the pop world which is a genre which typically appeal to a younger audience.