Spotify wraps up 2017 by making humorous goals for 2018 using its data and artists

Ed Sheeran will be featured in Spotify's year end campaign

Spotify is wrapping up 2017 with its biggest marketing campaign of the year featuring some humorous new year’s resolutions.

The 2017 theme, ‘2018 Goals,’ builds on the approach of Spotify’s campaign of last year, ‘Thanks, 2016… It's Been Weird.’ The global ‘2018 Goals’ campaign will run in 18 markets and feature over 70 artists.

The streaming music company is using rich data to tell the stories of its users and show that it is optimistic for the next year.

“From the music that brought us together to the quirks that make us individuals, Spotify’s data once again provides a unique perspective on culture and music moments,” said the company in a release.

Elements of the campaign include out of home (OOH) marketing and digital, featuring artists including Ed Sheeran, Sam Smith, Big Shaq and Niall Horan, placed in unexpected locales in early December. In the UK, the OOH signs will appear in London, Birmingham, and Manchester. In the US, OOH, life-size cutouts, or analogue social media filters, will run in New York, LA and Miami featuring artists like Cardi B and Bruno Mars.

The signs say things like: “2018 Goals: Be significantly less proficient at goodbyes. 'Too Good at Goodbyes.' Streamed over 910,925 times in London. (Sam Smith)”, “2018 Goals: Exercise more conventionally than 46 people who put 'Slow Hands' on their running playlists (Niall Horan)," and "Hit the dance floor with the person who made a playlist called “Daddy Pence Come Dance.”

Spotify has enlisted over 70 artists around the world for this year’s campaign and they will be featured in various channels including OOH and social. Artists include Ed Sheeran, Sam Smith, Dua Lipa, Julia Michaels, Kendrick Lamar, Charlie Puth, Cardi B, Lil Uzi Vert, Bruno Mars and Camila Cabello.

The campaign was developed and executed fully in-house by Spotify’s brand and creative team.

Spotify: 2018 Goals

Added 29 November 2017
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Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

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