People are weird sometimes.

No but really.

And thanks to some heavy listener data crunching at Spotify we can celebrate the peculiarities of our fellow human beings and have a good laugh about it. Cause let’s admit: “play this at my funeral” is not really the kind of playlist you want to listen to when hanging out a friend’s house. Though I have to admit: I’d rather have people listen to 24K magic of Bruno Mars then The Rose of Bette Midler while handing out Kleenex tissues. I also wonder whether the same playlist creator is also behind the playlist “songs that get drunk white girls excited”. I have to say: these are great examples of thinking ahead right? Or is it just me?

Before I am getting way ahead of myself, let’s dive back in time.

It all started when Spotify used some of its slightly odd user habits as inspiration for a worldwide ad campaign that was launched somewhere late 2016 for which they made use of both aggregate and individual user data, which resulted in the following ad headlines:  



(Source: Adweek)

However, Spotify has now decided to extend their campaign by showing us more funny and admittedly slightly odd playlist names:



(Source: Adweek)

And it doesn’t stop there. To top it off, they asked the band DNCE what they thought of when they heard their song Body Moves was found on someone’s Spotify playlist called play this at my funeral:

(Source: Adweek)

This form of data driven marketing is what we obviously know already from those targeted emails by Zalando:

“Hi Talitha,

We haven’t seen you in a while and this saddens us..  You might be interested in this, that and also this little thing that will probably fit with the first thing we mentioned. But only if our algorithms did their thing ha-ha. And oh yeah, because we value you as a customer and don’t want you to churn: here you go, 10 percent off!”

It is also something we know from those retargeted marketing campaigns. Let’s say I looked at the some new pair of Stan Janoski’s on website X and then when I visit website Y - which has absolutely nothing to do with the shoes I looked at on website X -, I get to see the exact same pair of sneakers.

And finally, it is something we have also seen on the home pages of websites. Especially when the aim of a website is to funnel different groups of consumers to its other pages.

To me it seems that Spotify struck gold with this campaign by satisfying the increasing demand of consumers for personalization within advertising campaigns through a data driven marketing campaign. An interesting trend we probably have been talking about for the past three years now of which I hope we keep on seeing throughout Spotify’s future ad campaigns.