October - November 2018
Project Name
Front Left
Live
Objective
A component of our demand gen campaign to drive sell-out of Galaxy S9, Note9, and Tab S4 - we needed to drive awareness of the GWP offer (bonus JBL headphones) and therefore also drive music credibility.
While the bulk of the demand gen plan was conversion focused to drive the GWP, we backed one key music partnership, Front Left Live by Spotify, to drive awareness of the offer and drive credibility in the music space, both on and offline. Inclusions: Spotify app digital buy (mobile and desktop), eDM, and branding at the physical event at Carriageworks. We also amplfiied content via Facbook and Instagram.
Tactic
"Spotify" is synonymous with music", so we leveraged Spotify's music cred to drive awareness of our GWP offer (bonus JBL headphones) and also elevate the Samsung brand in the music space. The partnership allowed both offline and online integration.
Rationale
Audience
Mass
Results
Results could not be located however, anecdotally, I believe the online component performed to benchmark, but the offline (event) didn't produce much value.
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Spotify in-platform ads
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Social
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eDM
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Experiential/event
Creative
CREATIVE
