As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: Spotify Project Director: Julian Gamboa Project Manager: Johnathan Zhou Project Team: Ethan Crick, Janice Widodo, Jeslyn Anthonius, Ashlen Mezrahi

1. Project Director: Julian Gamboa
Project Manager: Johnathan Zhou
Team: Ashlen Mezrahi, Catherine Tran,
Janice Widodo, Jeslyn Anthonius, Ethan Crick

2. Omni Channel Content Strategy Assessment
● Spotify has an integrated omni channel
content strategy across online and
offline channels
● Its public facing materials show visual
cohesiveness in theme and graphics
● Content mirroring occurs across their
social media channels and print ads
● UGC: People share photos of print ads
on social media

3. Print Ads
● Spotify has generated a lot of buzz
for their quirky outdoor ads
● The ads make use of big data to
deliver humorous and punchy
taglines
● Their 2017 and 2018 campaigns
were both highly successful
● Generated UGC that are integrated
onto social media

4. ● Posts are tailored to fit into each channel’s best
capabilities
● Their Instagram posts are more artist-centric,
with each post going in-depth into an artist
● They capitalized on Instagram’s feed to showcase
individual artists
● For example, they utilize Instagram stories to
showcase new artists, leveraging on the personal
nature of stories to do so, allowing people to
swipe and easily access the artists’ songs
● Content published on Facebook leverages the
autoplay setting and feature bite-sized videos of
weekly lists and playlists fitting for different
moods
Social Media Content

6. #1: Discover Places
36% of people listen to music in public
transportation

7. #2 Tinder Meets Spotify
- Musical filter bubbles
- Aimed at “struggling” local artists
- Users engage with music by swiping left and right

8. Animated Images
● Capture attention of audiences with
encouragement of covers/playlist
customization features with gifs/animated
images, memes, personal art, etc.
○ Allows users to fully express their
creativity within the app in ways other than
just music
● Connect through creative visualizations on
songs and albums

9. More personalized user engagement
- Incorporating giant colorblock photos
similar to 2016/17 campaign
- showing tweets, ‘@user” - adding
humorous, engaging tweets
- Photos of celebrities sponsoring their
albums ‘listen to *** now for free’
- Interactive questions
- Jokes
- Polls
- More themed content