Spotify’s new B2B campaign says people are happier on the platform and more open to ad pitches

If a person’s state of mind is a key indicator in their willingness to engage with ad pitches, Spotify says it has a head start over other forms of digital advertising. A new B2B campaign from the audio streaming giant, created by FCB New York and timed to the NewFronts, was informed by something the brand is calling “The Spotify Effect”—which claims that people are in a better frame of mind while listening to Spotify, which could translate to being more open to pitches. Data from Spotify says people are 15% happier and more relaxed after streaming audio on Spotify versus scrolling social media. They become a more positive version of themselves, the brand says—fully immersed, happier, more informed and more connected to their emotions. Advertisers benefit from the “halo effect” of this positive emotion, Spotify says. This idea is brought to life in digital out-of-home ads that use song titles to suggest people actual feel something while listening, which makes the advertising work better. For example, one ad says a marketing strategy without Spotify sounds like “Whatever” by Kygo/Ava Max, while a marketing plan with Spotify is “Big Energy” by Latto. Spotify says marketers seeing a 5x increase in ad recall on Spotify, compared to other digital platforms. The new campaign is running in the neighborhoods and offices of media agencies, and on the New York City subway. “Spotify is where people go to feel good and get inspired. For advertisers, this means there’s an opportunity to connect with people in a great environment when they’re in the right mindset to engage,” said Jessica Levinsohn, global business brand marketing lead at Spotify. “This campaign speaks directly to marketers and treats them like the consumers they're trying to reach. We’re hoping to engage and inspire them during their daily commute and get them to consider what’s possible with Spotify.” Spotify has a lengthy history of doing creative B2B campaigns, from last year’s “The Perfect Pitch” podcast episodes to the long-running “A Song for Every CMO” series.

Spotify’s new B2B campaign says people are happier on the platform and more open to ad pitches

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