Spotify, the Swedish music streaming giant has over 286 million listeners spread across 80 countries. This simply means one thing - Spotify sits on an abundance of data.
What really sets Spotify apart, is how the company uses this data for new song recommendations. Every Monday users are greeted with a "Discover Weekly" playlist to set their soundtrack for the next 7 days. Spotify uses a complex algorithm to curate such playlists and provide other song suggestions that listeners almost always seem to enjoy.
But that's not all.
Spotify uses the data to drive its unconventional advertising campaign through billboards.
In 2016, Spotify launched its first data-driven marketing campaign - "Thanks, 2016. It's been weird." to mark a year with many highs and lows. The campaign was focussed on showing people that Spotify pays attention to your music choices in a good way and is concerned about you.
Spotify wanted to show their listeners they aren't alone in these tough times. The campaign was an instant success and united the Spotify community.
Spotify came up with a "2018 Goals" campaign which involved anonymously releasing their user data in a comedic fashion. Billboards were brightly colored, humorous, and conveyed weird user habits.
With all the data that Spotify sits on, the company knows they can cash in on the latest trends. And that's exactly what Spotify did during the entire "Yanny vs Laurel" debate.
Campaigns like these make the target audience want to jump into the music streaming fun. Spotify's billboard advertising doesn't focus on the product, but rather on the relationship between the artist and the listener.
Drawing insights from data is beneficial, but the real challenge is the art of binding this data and creativity successfully.