One of the components of a recent marketing campaign we ran was Spotify advertising which asked Spotify users within a specified age range to engage with the Edinburgh Napier University and tell us what songs they study to and recommend them for our ‘Songs to Study to‘ playlist.
From a brand awareness perspective this provided substantial reach at reasonable cost and created an exceptional level of engagement – albeit light engagement it combined positive brand messages with social share-ability and engagement – which is the first time we’ve properly achieved this within the UK market and achieved significant impact with digital display (excluding Facebook) and avoided interuption.
It has certainly been an interesting experiment and has opened up thoughts on how this approach can be used in future.
And the playlist itself is actually quite good. The ‘Song to Study to‘ playlist is embedded below.