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2018 Wrapped

基本信息
行业: 网站及服务
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

Your 2018 Wrapped was a personalized online experience that drove meaningful business results, including incremental streams and subscription growth.

Background

Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 200 million users, which are not only the world’s biggest music audience, but also the most passionate.

Spotify’s growth has been driven by the advocacy of our users, along with the content of the world’s musicians. Our brief was to create a personalized data experience for both creators and fans, allowing them to relive - and share - their year in streaming.

Describe the creative idea (30% of vote)

Spotify may have over 200 million users, but as the data proves - no two fans listened exactly the same way. So the creative idea was to reward every fan or artist’s individuality by making sure their year-end recap was different. To achieve this, each visitor’s streaming data was subject to real-time image data analysis, so that the color scheme for every page in the site experience was informed by the artists, albums, and songs they loved.

Along the way we served up personalized playlists, and unexpected insights - such as with Astrological sign you enjoy the most, based on your favorite artists.

Describe the strategy (20% of vote)

The strategy was to use data to encourage desired actions from both consumers and artists.

The highly sought-anticipated personalized playlists drove incremental streams during a month that usually sees a dip in consumption. Share functionality throughout the experience drove earned media, functioning as peer-to-peer marketing. In addition, the experience reminded Free users how much they love Spotify - so we targeted them with a “3 months for 99 cents” offer, driving subscription growth.

Artists not only drove billions of social impressions by sharing their Spotify data with their biggest fans, but in order to access the experience, they had to register for the “Spotify for Artists” platform - a major priority for our Creator team.

Describe the execution (20% of vote)

The site went live in over 60 countries on the same day, and was adapted into 21 languages. During the first day, over 20 million visitors came to the experience, without affecting the site performance.

List the results (30% of vote)

We averaged over 2:30 minutes of engagement per visit, from over 34 million consumers. Over 400,000 artists engaged for even longer. While the site’s playlists helped to drive over 4 billion incremental streams, earned media provided a “FOMO” factor for those not on the platform. On the first day of the site’s launch, Spotify Wrapped occupied the top two places on Twitter’s global trends. The month of December saw the highest rate of subscription growth in the company’s history.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 直效
Use of Digital Platforms
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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