#SMLive: Neha Ahuja on how Spotify's Twitter marketing efforts worked for the brand

World Music Day campaign by Spotify was able to facilitate such brand recall that a Twitter user came back with a moment marketing opportunity.

On the occasion of World Music Day this year, Spotify ran a week-long digital activation, #PlayThis. They combined emojis and music to create engagement over Twitter. Users tweeted an emoji to them, expressing their mood asking them to #PlayThis and they got a playlist in return within seconds as a response tweet. The buzz created by Spotify by doing activity led them to a moment marketing opportunity that they leveraged to retain brand recall and give Twitterverse a reason to chuckle.

"The conversations around World Music Day fuelled a situation where Spotify was in the minds of people, leading to the moment where a person put forth the idea of how a biscuit looks like our logo," says Neha Ahuja, Head of Marketing for India, Spotify.

Also Read: Experts mull Vertical Video: The Present & Future of Storytelling

Breaking down what really happened in the case, Ahuja says, magic happens when Client, Agency and Platform are working towards the same goal. She stresses the importance of listening to consumers and being agile as a quick response was key to the success of both the World Music Day campaign as well as the Moment Marketing opportunity with Britannia.

People were excited about getting customised playlists from Spotify in real-time. They felt heard and it helped Spotify reel them in and create brand recall. Within days, as a probable impact of being the centre of conversations, Spotify found itself a moment marketing opportunity, something they leveraged to keep up the momentum.