Media Partner: Instagram • College students are 205% more likely to use Instagram to follow celebrities • Instagram has a higher interaction rate compared to other social platforms. (For example: Instagram's interaction rate is 2.2%, ten times that of Facebook's 0.22%) Media in Mind 2019
GOING GLOBAL
Global Scalability LONDON SHANGHAI TOKYO
Media Plan-Flow Chart
Measuring Our Success Inventory Goal KPIs OOH *Popup Experience Increase gross impressions and awareness of Measure tracking and impressions. the campaign. Social Measure online engagement, Online/Programmatic Incentivize non-subscribers to attend foot traffic and on-site conversions. Overall and subscribe. Create earnable content through current and converted subscribers Measure engagement through hashtag, likes, shares, retweets and mentions Inform nonsubscribers of the student bundle traffic. and motivate current subscribers to promote Measure ad clicks, click through rate, the bundle. action taken. Remind and inform target audience of Conversion rate during and after flight. the Student bundle. Drive conversions
Return on Investment With $4.3MM, we will receive 492MM impressions, converting 2.7MM students to Spotify's Student Bundle which will generate $13,729,191.74 revenue Resulting in a ROI of 3.1x
THANK YOU
APPENDIX
T-Mobile Tuesday's Success T-Mobile Tuesday's campaign led to more than 80 million customer participation. It generated 15 million downloads and over 41 million prize redemptions. Now in 2019, T-Mobile Tuesday Participants have... - Enjoyed 50 million free or discounted food offers - Drank 1.3 million gallons of free coffee - Watched 52 million hours of movies - Snagged 38 million entertainment offers - Taken advantage of 20 million transportation offers
Where does our Audience go for Information? Our audience is the MOST receptive to information from their FRIENDS AND FAMILY versus other places. WORD OF MOUTH from reliable sources is more valuable than we realize! Therefore... we need to be PART OF THE CONVERSATION!
Subscribers vs. Non-subscribers Existing Subscribers Non-Subscribers College students who are currently College students who are Free-tier using Spotify Premium for Students Spotify users or Non-users Leverage our existing student Increase awareness of our subscribers to drive word-of-mouth. differentiated offering.
Why Out of Home?
Where do we target? 55.9% of College Students go to a city school in a metropolitan area with a population of >1,000,000 people kk 35.3% of students go to college in “classic” college towns with between 100,000 and 1,000,000 people
What's going on over at Twitter?
What are the negative Tweets saying?
Notice the lack of product awareness!
Snapchat Data Slide - 90% of snapchat users are 13-24 - 14 billion video views per day - 50% of Male College students share selfies on Snapchat, the number is higher for Female college students. 77% to be precise. Media in Mind 2019/ Omnicore
Why Social Media? Our audience spends on average 16.6 TOP SOCIAL MEDIA PLATFORMS OURAUDIENCE USES hours a week on Social Media Social Platforms Time Spend per week Index Our top three social media platforms are Twitter 3 hours a week 189 - TWITTER Instagram 8.42 hours a week 246 - INSTAGRAM - SNAPCHAT Snapchat 2.35 hours a week 194
Media Tactics- Pop Up Experience
Email Marketing Send out formal invitations for the pop-up experience through email. Using college email lists from colleges in the surrounding areas of the popup shop as well as leveraging existing subscribers through Spotify emails
How can Spotify help? 54%When students are given access to a gated, exclusive offer, say they feel 91%excited and would be more likely to shop with a brand. 94% of people would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public. Sheer ID Kelton Survey/ MMA/MiM19
Connecting with Spotify Students 53% use recommendations before making a purchase 61% like to recommend technology they like 56% say a fun in-store experience influences where they shop 90% think having stimulating experiences is very important 10x more likely to buy brands that reflect their style 14x more likely to pay extra for brands that are consistent with their image By creating a branded product experience that will excite students, Spotify can leverage word of mouth to increase student subscription. MRI Doublebase 2018
Digital Street Signage Total Impressions: 28,740,885 # of Units: 315 Digital Details: :15/No Loop Total Cost: $315,000 Description: With over 1,600 kiosks in just New York City alone, this inventory allows for location targeting specific to on campus city schools, with messaging that can be contextually relevant for that area, and across the different cities we plan to target. WHY? • Directly target on college campuses • More aware of surroundings when walking around the city • 84 percent said they pay attention to digital ads in familiar media placements such as trains, malls, airports and taxis
Wallscape Total Impressions: 11,600,000 # of Units: 10 (2 in each city) Total Cost: $648,000 Description: “Audiences are desperate for useful, empowering, and inspiring content.” –ADAGE Behind the scenes of every Colossal mural is a story waiting to be captured and shared with the world. We mix your paint in an intensely colorful workshop. We carefully trace the contours of your creative. In the field, with the skyline at our backs, our painters pull thousands of brushstrokes to recreate your artwork. WHY? • Delta Airlines & Tinder • Received more than 61,000 engagements (likes, clickthroughs, shares, comments) • Coverage from WSJ, Travel and Leisure, Mashable, Bustle, BizBash, PSFK, Metro New York, and Travel Weekly • Including long form video- gained 400,000 completed views on Facebook
In Stadium Network TOTAL IMPRESSIONS: 915,260 TOTAL GAMES: 17 DIGITAL DETAILS: :30 sec spot / 25% SOV over the entirety of the game or 100% SOV in one quarter. TOTAL COST: $307,930 DESCRIPTION: In-Stadium Signage (Video Board & 360 Ribbon where available) at the following universities: Cornell University, Penn State, Indiana University, University of Kansas, Virginia Tech WHY? • Tap into student culture and join the conversation where its already happening • Students were able to recall ads placed in stadium 30% higher than the average
Campus Flyers TOTAL IMPRESSIONS: 99,400 # OF UNITS: 5,000 TOTAL COST: $300.00 DESCRIPTION: Partner with student life coordinator to post campus flyers, in an effort to mimic the way information naturally reaches students. Focus on eye catching creatives to create conversation WHY? • With the rise in online shopping, mailrooms are experiencing an increase of 10-12% YOY in mail deliveries, meaning students are frequenting this area now more than ever • Mimic the way colleges get out information • Capitalize on trend of curiosity and discovery with engaging creative
ROI Inventory Cost OverallImpression Average ReachedStude ConversionRat # ConvertedSt Churn Rate Conservative# s Reach% nts e udents Students OOH $1,271,230 30915545 1% 309156 1% 3091.5545 95% 2936.976775 5% 6839.232875 PopupShop* $220,000 2879677 1 % 143984 5% 7199.1925 95% 33770.22067 1% 18733324.59 Social $2,290,000 355476007 3554760 35547.6007 95% Online $4,882,430 595,030,583 189,191,318 5523589.627 95% Totals $4,331,830 492150906 2% 96599609 3% 2745838 95% 2682410
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