PR Measurement pros and data analysts are invested in utilizing numerical information in their work, but for those without an analytical background, hard data can be difficult to work with.
With its most recent ad campaign, however, Spotify is proving that data has more versatile uses. On billboards worldwide, Spotify is merging creative content with numerical data to generate successful designs.
This billboard campaign, which began appearing in US, UK, French, and German markets on November 28, pulled obscure, interesting data from their end of year report and coupled it with creative content. Each sign featured unique text paired with numbers, as well as the slogan, “Thanks, 2016. It’s been weird.”, which was featured on every billboard. One of the boards in New York City stated, “Dear person in the Theater District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?” Another in New York read, “Dear person who played “Sorry” 42 times on Valentine’s Day, what did you do?”
This is not the first time Spotify utilized their end of year metrics to create engaging content for its audience. According to Spotify’s CMO, Seth Farbman, the billboard campaign was inspired by a project the company conducted last year. At the end of 2015, the streaming platform allowed users to access a summary of their personal account data from the last year. Users could view information such as their first song played and top artists by season, and the information could be downloaded as a snapshot that could be shared across social networks. The company referred to this as users’ “Year in Music”. Farbman discusses these projects by stating, “For us, data inspires and gives an insight into the emotion that people are expressing.”
The melding of data and creative content
Measurement and analytics has become increasingly important for PR and marketing professionals. Information gained from measurement and analysis provides opportunities to gain insight and understanding about your brand. These numbers often are used for business development opportunities. Additionally, these numbers are generally excluded from creative work, as hard data and numbers would struggle to spark interest from general audiences. Spotify’s campaigns, however, utilized a combination of humorous text and quirky numeric data to produce appealing work.
With their billboards and end of year snapshot, Spotify set an important precedent for PR and marketing professionals and data analysts. Information and numbers no longer need to be segregated from creative content. Spotify illustrates how PR and marketing professionals can collaborate with data experts to generate unique, quality material.