The Story Wave 52

Spotify’s Global Marketing Campaign Overshadows Price Hikes – Case Study

In June, Spotify released their largest global marketing campaign since 2023’s end-of-year “Unwrapped.” The “My Spotify” campaign celebrates Spotify’s unparalleled ability to personalize each user’s listening experience. The campaign launched about the same time that Spotify increased the price of a premium subscription for users in both the US and the UK. Was “My Spotify” able to increase brand equity despite the price hikes?

• Looking at data from QuestBrand by The Harris Poll, we can see that Spotify’s net brand momentum significantly increased among American Gen Z adults after the “My Spotify” launch.

• American Gen Z adults also more often described Spotify as “Sophisticated” (+15.6), “Hip” (14.6), “Bold” (+14.5), “Fun” (+12.9), “Classy” (+10.8), “Energetic” (+9.1), and “Premium” (+8.2).
• Similar to the US, Spotify brand momentum also significantly grew (+11.7) among British Gen Zers after the campaign launch. 

Takeaway: Spotify’s summer surge in positive brand momentum highlights the success of the “My Spotify” campaign. Despite recent increased subscription costs, young consumers’ positive feelings towards the audio platform increased in both the US and the UK. Download the case study for the full story.

2024 Holiday Spending Report – NerdWallet- Harris Poll

NerdWallet recently released their 2024 annual holiday spending and travel report. This year promises to be a big one for holiday spending – US adults anticipate spending $17 billion more on gifts, and $46 billion more on travel, than they did last year. Harris Poll survey data suggests that holiday shoppers are feeling the financial pressure: 

• Stuck in the red: 28% of 2023 holiday shoppers who used a credit card to pay for last year’s gifts still have not paid off their balances.
• Financial stress is prevalent: 55% of holiday shoppers say that the costs associated with holiday shopping stress them out.
• The pressure is real: 40% of holiday shoppers say they feel pressure to spend more money on holiday gifts than they’re comfortable spending.
• In a tight spot: 10% of holiday shoppers say that they will likely need to dip into their emergency savings to buy holiday gifts. 

Hunting for a good deal: 39% of holiday shoppers plan to shop on Black Friday, and 36% plan to shop on Cyber Monday this year.

Takeaway: “While celebrating the season is a top priority for many Americans, going overboard can cause stress for months afterward, so it’s worth planning ahead to reduce costs where possible. Taking time to compare prices, using savings instead of debt to finance purchases and being flexible with travel plans are among the ways people can take control of their holiday spending.” – Kimberly Palmer, NerdWallet Personal Finance Expert

Fall Marketing – What Consumers Expect From Brands – AdAge Op-Ed

What’s your favorite fall exclusive – Starbuck’s Pumpkin Spice Latte, Trader Joe’s Pumpkin Joe-Joe’s, Dunkin’s Pumpkin Donuts? In a recent op-ed for AdAge, Harris Poll co-CEO Will Johnson explores how marketers can nail seasonal marketing campaigns. According to data from a recent Harris Poll:

• Fall-ing for seasonal grocery items: 73% of US adults are likely to purchase a seasonal or limited-time fall grocery item.
• Age is not just a number: Consumers between the ages of 35-54 (83%) are the most likely to purchase a seasonal or limited-time fall grocery item.
• Firmly on the autumn-mobile: Women (77%) more often then men (70%) report that they are likely to purchase a seasonal or limited-time fall grocery item.
• Beauti-fall decorations: 60% of US adults are likely to purchase or display fall décor. 

Takeaway: “For any business looking to lean into the autumn season, it is vitally important to understand public opinion. After all, only by knowing their target audience can marketers ever hope to resonate with the masses. Starbucks employees behind the pumpkin spice latte in the early 2000s identified a clear void that could be filled because they understood their core customers—people who may one day appreciate a tasty fall beverage.” – Will Johnson