Case Study: Spotify

 

Company Background

Spotify is a famous and popular music company which provide digital music, podcast and video services to customers. They give customers the access to thousands of songs and other content from creators all around the world (Spotify, 2022 - a).

Since the company was launched in 2008, it transformed music listening. They find, handle and share over 80 million tracks, including over 4 million podcast titles free of charge, or upgrade to Premium account to get access to exclusive features for music, which includes the good sound quality, offline and ad-free music listening experience. They are now the most popular audio streaming subscription service in the world. They now have 433m users, in which there are 188m subscribers in 183 markets (Spotify, 2022 - b).

In this report, we would like to analysis this company to understand the digital marketing industry and to find out some recommendations of what elements of digital marketing would be most suitable to meet the digital marketing objectives of this company.

Digital Marketing Environment

 

A Successful Story: Lay’s

In this report, I would like to introduce a successful case which promote their brand with digital marketing strategy received good results and build up a very good impact within the audience.

Lay’s is a chips company with a long history of more than 70 years, specializing in producing potato chips (Lay's, 2022). Her parent company is PepsiCo. If you like Chips, you should hear of her name.

In 2019, Lay’s initiated a campaign “Smil Deke Dekho” in the market. In this campaign, Lay’s would like to deliver the flavor’s story of the brand in a meaningful way, all at the back of a simple insight — smiles lead to connections and Lay's brings a smile to consumers faces. This new Lay’s packaging uses six different smiles that includes different moods and emotions apply to its different flavours. This brand strategy to connected with their audience and customers across various social platforms (TikTok, Instagram, YouTube, TVC and so on) to deliver awareness for the new packaging. This campaign received tremendous success and influence. This campaign generated more than 5 billion impressions and 10,000+ UGC in three days (Buzz in Content, 2022).

A good idea accompany with good platforms usually could deliver a good result. Nowadays, we can use various social platforms to deliver our brand and market it in a more massive ways and influent more audiences and customers.