Spotify Wrapped: B2B Marketing Lessons from the Viral Marketing Campaign with the Head of Marketing at Postman, Justine Davis

What if you created a campaign so good, so coveted, that users looked forward to it every year? 

And what’s more, non-users convert just to be a part of it.

We’re referring to the viral marketing campaign, Spotify Wrapped, and how they made their marketing masterpiece.

We’re doing it all with the help of our special guest, Head of Marketing at Postman, Justine Davis.

Together, we talk about making or buying exclusive content, sharing insights about your customers, and much more.

About our guest, Justine Davis

Justine Davis is Head of Marketing at API platform Postman. She previously served as  Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years experience working with DevOps teams and tools, Justine is passionate about solving needs for customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch.

What B2B Companies Can Learn From Spotify Wrapped:

• Make or buy exclusive content. It’s like how you can only get your own Spotify Wrapped if you subscribe to Spotify. The campaign got people to convert from Apple Music and other streaming services just because they wanted to get their own Spotify Wrapped at the end of the year. Having exclusive content will get people to convert to your platform. Justine says, “Their strategy was: ‘Build for audio and not music.’ This was the HBO model a little bit, which is they acquired podcasts that were with them exclusively. So like, if you wanted to listen to them - and love them or hate them, Joe Rogan is one of the biggest in the game and it was exclusive on Spotify for a long time - you had to go sign up for Spotify. So it worked very well for them.”
• Share interesting insights about your customers. You’re gathering tons of data about your customers. Feed it back to them as interesting and informative insights. It can be useful or even entertaining for them. It’s like how Spotify made billboards highlighting unusual playlist names, and even how often someone listened to a particular song. Ian says, “You're finding data about your customers that is really funny and weird and interesting and unique. You're sharing that with other people. You're putting it on a billboard or somewhere, and then you're taking photos of it and then sharing the photos of the billboards all over.” Just those few data points make for a myriad of opportunities to share with customers who then will want to share with the world.

Quotes

*”Spotify Wrapped is the perfect piece of serialized content. You get to come out with it every year. People know what's coming. They know what to expect and they're looking to you, not only to tell them what their Spotify Wrapped is, but also to make funny jokes about all the other people who made ridiculous stuff.” - Ian Faison

*”You have to place your bets in a lot of different areas to grab attention. And understand that the user may hear it on repeat. So have that message be consistent across channels and in different formats.” - Justine Davis

*”We've invested very heavily in community as well as a big piece of brand marketing, because there's no better advocate than your customers.” - Justine Davis

*“The nirvana for someone doing content marketing is to create a little mini franchise, little mini brand of their marketing that people look forward to. I don't care at all about any other content that Spotify makes, but I care about Spotify Wrapped. It’s a perfect encapsulation of how your brand can be, where it's like people can care just about one thing that you make and not anything else. But the fact that you make that one thing is super valuable to them.” - Ian Faison

Time Stamps

[0:55] Meet Justine Davis, Head of Marketing at Postman

[12:16] Postman and API Marketing

[14:23] The Origin and Evolution of Spotify Wrapped

[22:29] The Power of Billboard Campaigns

[27:04] Spotify Wrapped: A Marketing Masterpiece

[27:53] Using Spotify Wrapped for Team Building

[29:21] Integrated Marketing Campaigns

[34:41] Investing in Podcasts

[38:58] Postman: Content and Brand Strategy

[47:14] Upcoming Postman Features

Links

Connect with Justine on LinkedIn

Learn more about Postman

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

Create something remarkable. Rise above the noise.