Chapter 26 Spotify’s 2017 “#2018Goals” Campaign Speaks Loudly

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Spotify’s 2017 “#2018Goals” Campaign Speaks Loudly

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Spotify’s #2018Goals campaign was the largest global campaign at the time, running in 18 markets worldwide — finely blending customer data analytics and outdoor display advertising.

Spotify creatively showcased some of its customers’ playlists, along with witty and humorous messages intended to tease onlookers. This campaign drives in the message that Spotify is indeed the place for music aficionados and fans alike.

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What set the Spotify #2018Goals campaign apart from other real-time data analytics campaigns was how personalized they came across. Spotify went hyperlocal by sharing stream data of the specific location of a display ad alongside a witty headline and taglines.

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Their holiday campaign served as a unique driver of  offline engagement. But it encouraged in-app engagement as well by driving traffic and attention to the showcased playlists and, perhaps, inspiring users to create their own — and get creative with their titles.

Holiday Marketing Takeaway

Knowing and deeply understanding your audience can be the secret sauce you need to take your campaigns to the next level.

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Table of Contents

Intro150 Years of the Best Holiday Campaigns
Chapter 1 The Genesis of Holiday Window Displays
Chapter 2 Macy’s Thanksgiving Day Parade Brings Spectacle to the Season
Chapter 3 How Coca-Cola Invented The Father of Christmas (Or did they?)
Chapter 4 Budweiser Celebrates the End to Prohibition
Chapter 5 Montgomery Ward Employee Invents Rudolph the Red-Nosed Reindeer
Chapter 6 Campbell’s Soup Speaks to the ’50s Housewife
Chapter 7 Mr. Potato Head Becomes First Toy Ever Televised
Chapter 8 NORAD Tracks Santa’s Journey Around the World
Chapter 9 Norelco Popularizes Stop-Motion Animation
Chapter 10 Kentucky Fried Chicken for Christmas? Why You’ll Eat KFC in Japan
Chapter 11 Folgers Advertises the Intangible
Chapter 12 Hershey’s Holiday Bells Defy an Ad Agency
Chapter 13 Coca-Cola’s Polar Bears Humanize Global Warming
Chapter 14 Coca-Cola’s Christmas Fleet Brings Truckloads of Cheer
Chapter 15 M&M’s Stumble Upon Santa –– No One is Left Standing
Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)
Chapter 17 Target Keeps it Simple with Their Black Friday Catalog Focusing on Price
Chapter 18 Pampers Silent Night Raises $40 Million for Charity
Chapter 19 Give a Garmin Hits on Travel, Humor and Holiday Stress
Chapter 20 John Lewis Focuses on Storytelling Over Brand
Chapter 21 Macy’s Believe Campaign Raises $10 Million, Involves Schools
Chapter 22 American Express Small Business Saturday Supports Local
Chapter 23 Apple Misunderstood Campaign Makes Technology and Family a Priority
Chapter 24 REI’s #OptOutside Campaign Bucks Tradition
Chapter 25 Amazon’s “Give a Little Bit” Campaign Gives a Lot
Chapter 26 Spotify’s 2017 “#2018Goals” Campaign Speaks Loudly
Chapter 27 Google Home’s 2018 Alone Again with Google Assistant Campaign is the Ultimate Nostalgia

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Kunle Campbell

Kunle is a trusted advisor to ambitious, agile ecommerce brands. His core strengths lies in growing revenue by developing and executing scalable customer acquisition and search marketing strategies for online retailers.  He blogs, runs webinars and teach courses about ecommerce growth on 2XeCommerce.com. He also hosts an ecommerce podcast dedicated to growing and scaling online retail businesses.

View all posts by Kunle Campbell

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