Music streaming platform Spotify is wrapping up 2017 with its biggest campaign of the year.
This year’s theme, “2018 Goals”, is an evolution of its award-winning 2016 campaign, “Thanks, 2016… It’s Been Weird”.
The new global campaign will run in 17 markets and features over 70 artists, more than double 2016.
For Australia, the campaign leverages multiple touchpoints including large format out-of-home (OOH), digital street furniture OOH (in various formats), plus paid social across Facebook, Instagram, and Snapchat.
Australia will also target local super fans with a “surprise and delight” element, having worked with label and artist partners to create custom items to be gifted to top fans of Vance Joy and Pnau (fans identified using Spotify streaming insights). The items include Vance Joy-To The World ukuleles and Pnau-ing Through The Snow colouring-in books.
Spotify has enlisted over 70 artists around the world for this year’s campaign. They will be featured in various channels including OOH and social. Artists include Ed Sheeran, Sam Smith, Dua Lipa, Julia Michaels, Kendrick Lamar, Charlie Puth, Cardi B, Lil Uzi Vert, Bruno Mars and Camila Cabello.
Locals in the campaign include four key Australia/New Zealand artists Pnau, Peking Duk, Lorde and Flume, who feature across all elements of the paid campaign. Spotify said it worked closely with label and artist partners to get the right mix and creative fit.