🟨 Spotify: The Prank That Made People Buy
Sometimes a little humour and a lot of creativity is all it takes...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
Many brands know what it’s like rolling out new features to improve their products. But then, customers don’t just seem to care about the latest product update no matter how exciting it is.
Yes, I know how frustrating that can be and that was exactly how Spotify felt with its users in Singapore and across Southeast Asia.
Spotify launched a new feature that displays real-time lyrics in the app, giving users an even better music experience. However, listeners are often so focused on the music that they don’t notice or use the new lyrics feature on the screen.
To drive more awareness about the feature and show how lyrics can elevate their music experience, Spotify created the ‘Sing It Right’ campaign. Imagine not just listening to your favourite songs but actually singing along with the lyrics. It also helps people to dive deep into their playlists.
So what did Spotify do? The audio streaming service decided to shake up what could have been a typical announcement for their new lyrics feature.
Spotify pranked musicians into singing their songs incorrectly. The artists were asked to sing one of their songs but this time with their most popular misheard lyrics. This unexpected twist led to hilarious and authentic reactions from the artists.
Spotify sparked a wave of user-generated content by leveraging the musicians' reach and tapping into their fanbases. Fans eagerly shared videos of the pranks and created their own content around the mishap, increasing awareness about the lyrics feature and amplifying the campaign's impact.
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Sing It Right is an example of an Influencer Marketing Campaign.
The campaign led to a major uptick in user engagement with the lyrics feature on Spotify. It generated over 125 million views on YouTube and exceeded social media targets by 229% and 490% in Thailand and the Philippines respectively.
🍉 Action Points
Understand user behaviour - Identify why users aren't engaging with a new feature or product. This could be due to lack of awareness, perceived value, or interest. Understand which parts of your product or service might be getting lost in the shuffle. Find more ways to make these features engaging.
Innovate the announcement - Instead of a typical launch announcement, think of creative ways to capture attention. Can you create a campaign that surprises and interests your audience? Spotify didn't just tell users about the new lyrics feature—they created an engaging and relatable campaign.
Leverage existing audiences - By involving popular musicians, Spotify tapped into their existing fanbases. Similarly, brands can collaborate with influencers, celebrities, or industry leaders to promote their new features. This can help reach a wider audience and add credibility to the campaign.
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