Common objectives of a campaign:
To create awareness of the launch of a product.
Reach and widen the target audience.
Making profit from the campaign.
Raising awareness for a cause not always a product.
Blended marketing - how you are going to market online and traditional methods.
Using Qr codes and hashtags on traditional advertising material.
Last for 6 months for the campaign.
Task:
Use links a and b to answer questions 1 – 3 about Spotify
Use link C to pick a campaign of your choice and answer questions 1 – 3
Send me a link to this post when it is complete
- https://www.thedrum.com/creative-works/project/spotify-2018-goals
- https://www.smartinsights.com/traffic-building-strategy/campaign-of-the-week-how-spotify-showed-the-power-of-data-analytics-in-their-marketing-campaign/
- https://econsultancy.com/30-brands-with-excellent-social-media-strategies/
1. Create a mind map identifying what channels were used, frequency of distribution and content to promote the product/brand.
2. Then think about three main objectives/goals of the campaign and assess why you think the social media campaign was successful.
3. Target audience should be referenced and a consideration of supporting advertising should be given.
1.
The content ranged from traditional marketing methods such as billboards and posters in the London underground this was their primary method for traditional methods because of the amount of people that would see the adverts because of their position.The campaign targeted a wide target audience because of the range of ages and different demographics. This meant that because there was such a range of different artists there is more likely to be music for anyone who sees the advert this makes the campaign more effective.
The channels used varied some of these were Spotify itself with adverts in their free to use version. They also used YouTube and Instagram adverts both image can just voiceover as well as videos.The campaign itself featured over 70 mainstream artists. These artists would have then not only got exposure but also have been able to have more people listen to their music.
The amount of unique people that would have seen the adverts will have been very high because not only is London the capital city of the Uk but also because of the placement in the city's main public transport. This meant that tourists would have also seen the adverts increasing the effectiveness of the campaign and making it international.They created synergy using different model channels with different target audiences. The campaign also had a digital side to it using ads on Spotify itself and other social media platform such as Instagram and YouTube.
2.
I think that the campaign was effective because of the amount of new people that subscribed to Spotify this can be measured by using analytics to figure out how many new people joined the platform. Also because of the variety and amount of places it was advertised on.
3.
Red Bull:
Red Bull like to advertise using extreme stunts and they have not only got a energy drink brand but they also run extreme sport competitions and sponsor some of the most famous athletes in the world. Their main slogan and tagline "Red Bull gives you wings". this has become their most famous tagline. As a company they target the 16 to 25 age range with their drink that therefore produce a lot of extreme sport content. One of the most famous examples of this style of advertising is felix jumping from the edge of space for their drink this was extremely successful in bringing attention to their drink and their brand as a whole. Their most recent campaign lasted for about 6 months and involves 2 pilots swapping planes in mid air this campaign went on for about months with the build up and smaller stunts such as practices and then the main stunt at the very end of the campaign.
1.
Kevin Hart:
Personal: These posts are usually personal and talk about issues in their lives such as kevin hart's friends birthdays or funny comments that he makes about his life. he gets around 50 retweets for his personal tweets.
Promotion Of A Product: He currently is promoting a new audiobook that he has made and is using his social media to promote this product to his audience. This meant that all of his followers of about 31 million see this. He is also contracted by audible because of the release of his new audiobook. He gets around 20 retweets.
Political And Social Commentary: He does not really talk about political things on this account this is at the moment. During trends he may use hashtags and talk about certain events that are happening in the world such as the black lives matter movement or wars around the world. He gets around 100 retweets depending on the specifics of the tweet.
2.
The Rock
Personal: These posts are about his personal life and his opinions on certain matters there are not as many posts about this on his account. He is involved in football and posts about this.
Promotion of a product. There are quite a few of posts for the promotion of his product such as his new film (black adam) and other products and collabs that he does. He gets more like and retweets the posts and averages around 500 retweets.
Political and Social Commentary: On his main account he does not seem to post a lot about politics or social problems in the world he des however post if a large event takes place and then he will show his support for the side that he supports (e.g ukraine and russia war).
3.
Piers Morgan
Personal: These post range from anything about his life like football to his thoughts on other people's lives.
Promotion of a product: He likes to heavily promote his products like his tv show using the platform. this makes up about 50% of his posts on the platform.
Political And Social: He makes his living of this so this composes a lot of his posts he has a lot of attention because of his habits to say something controversial and people can then use his posts to make fun of something he said. He comments mainy of football and politics.
