In recent years, it has become an annual holiday tradition.
On December 1st of each year, Spotify gives its users a nostalgic look back at everything they listened to since the beginning of the year. They also provide each user with a personalized playlist of their most listened-to songs – along with the ability to share their playlists on social media.
Why we love it
This Campaign Is the Perfect Merger of Music
Spotify users already expect a certain level of personalization, and the Wrapped Playlist takes it to a whole other level. While users of other online and mobile platforms may be concerned about privacy and data collection, Spotify has figured out how to do take advantage of it in a non-creepy way.
Spotify has effectively turned the data they’ve collected Software Managers Email Lists throughout the year into a fun and exciting way for passionate users to promote their brand. In 2020, Spotify Wrapped had over 60 million shares from more than 90 million users.
The takeaway
Personalization Is a Key to Effective Content Marketing
But it’s critical to do it in a way that doesn’t feel invasive. It’s a tight line to walk, but Spotify has nailed it.
5. Brand: Coca Cola
The campaign: Share a Coke
Share a Coke.
Originally launched in Australia in 2011, Coca-Cola’s “Share a Coke” campaign quickly went viral and became a groundbreaking marketing success. The campaign repositioned the company’s traditional logo, replacing it with the words “Share a Coke with” followed by a person’s name. It was eventually released in over 70 countries, using the most popular names in each country.
The campaign led to an overwhelming demand for Coke’s personalized CNB Directory bottles worldwide. The company took full advantage of it, launching multiple spinoff campaigns, such as delivering traveling kiosks to shopping malls so people could create their own custom Coke cans.
They also set up online campaigns which included allowing people to send a “digital Coke” to someone else through Facebook and allowing people to vote on the next wave of names to be released.
