With the continuous advancements in technology, the options to integrate user data and translate it into a marketing campaign are growing. Nowadays, marketing content with a funny and clever twist by user data is done more often than it was a few years ago. The out of home campaigns done by Spotify is something you should know about for various reasons. In our opinion, Spotify shows us how simple and clever references and jokes connected to the found user data can be incredibly successful. It showcases the power using user data in your marketing campaigns can for sure bring success.

This user data can vary incredibly. With Spotify as an example, this could go from how many times people listened to a specific song on one day to how many times one specific user from a small town listened to an album. It is the job of the marketing team to then look at ways they could use and implement this data in a smart effective way.

Diving deeper into the case of Spotify and their incredibly effective out of home user data campaigns. In 2016, Spotify launched their first out of home campaign where they put interesting findings extracted from user data and used it in a hilarious. By putting the weird habits of people and how they listen to music and putting it in a creative context, Spotify was able to promote the diversity of the music behaviour of its users and create an entertaining marketing campaign.

In 2017, Spotify used the user data again but this time with the twist towards New Year’s resolutions. By turning the user data found that year, they were able to turn the variations of their consumers’ habits into clever and positive 2018 goals. With quotes like “Hit the dance floor with the person who made a playlist called “DADDY PENCE COME DANCE”, to “Be as loving as the person who put 48 Ed Sheeran songs on their “I Love Gingers” playlist.”.

What we can take away from these Spotify’s campaigns? By simply humanizing the data they have of their users, they can reach them again and show possible non-Spotify users it’s okay to listen to ‘Sorry’ by Justin Bieber 42 times on Valentine’s Day or be one of the 1.235 men that have listened to the “Girls Night” playlist. Spotify’s message probably was to show how unique and different their users are, and they have something for everyone. People are looking to be reached in the most creative ways, so good job Spotify and we are wondering what the next twist on their campaign will be like.

These examples are just two of the many campaigns where user data is implemented. Let us know what campaign stood out to you, where user data was used in a creative way, in the comments.

source: AdWeek


Mathijs · 9 October 2018 at 14:53

Well, it is kind of an old example (2014), but I really liked the campaign that was done for British Airways. Although they used flight data, it was certainly a creative way of creating such a campaign. See the link for the video:


    Richelle · 12 October 2018 at 11:57

    Agreed, thanks for sharing because I had never heard of this before, but that is indeed a very clever way of combining data with creative and fun outdoor advertising opportunities. I think the opportunities of combining these two (user data and outdoor advertising) are quite limitless when being creative, it creates a fun atmosphere around brands as well! Have a nice day 🙂

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