This case study provides a comprehensive overview of Spotify’s Showcase and Marquee campaigns, allowing decision-makers to make informed choices when planning music promotion efforts. It emphasizes the need to align campaign strategies with specific goals and budget considerations to achieve the desired outcomes.
SHOWCASE CAMPAIGNS
| PROS | CONS |
Cost-Effective: Showcase campaigns demonstrated cost-efficiency with a lower cost per listener and cost per stream. | Lower Conversion Rate: Showcase campaigns yielded a conversion rate of ~10%, suggesting that a smaller percentage of users took the desired actions. |
Moderate Save Rate: These campaigns generated a respectable save rate of upwards of 16%, indicating some level of user engagement. | Lower Intent Rate: The intent rate was relatively lower, indicating less user interest |
| Flexible Timing: Showcase campaigns could be run at any time, providing flexibility in campaign scheduling. | Lower Playlist Add Rate: Users were less likely to add content to their playlists, with a playlist add rate of 3-7%. |
Tasteful Experience: Showcase campaigns do not feel like ads and are a tasteful, in-app experience with catchy CTAs. | |
Fan Nurturing: Showcase campaigns have proven to work best to stay in front of fans who have shown initial interest and need nurturing. |
MARQUEE CAMPAIGNS
| PROS | CONS |
High Conversion Rate: Marquee campaigns outperformed Showcase with a higher conversion rate of 16.00%, indicating their effectiveness in driving user actions. | Higher Costs: Marquee campaigns were slightly more expensive per listener and stream compared to Showcase. |
Strong Intent Rate: Marquee campaigns garnered a significantly higher intent rate, signifying greater user interest. | Non Flexible Timing: Marquee campaigns can only be deployed up to 18 days after the release date. |
High Playlist Add Rate: Users were more inclined to add content to their playlists, with a playlist add rate of 13%. | Higher Cost per Save |
CONCLUSION
The choice between Showcase and Marquee campaigns should align with specific campaign goals and budget constraints. Showcase, with its cost-effective approach and flexibility in timing, proves to be an advantageous choice for campaigns with budget constraints, especially when targeting an audience that needs to be nurtured. On the other hand, Marquee campaigns, with their higher conversion rates and impressive engagement metrics, shine when aiming for maximum impact around new releases for existing fans who will be excited to learn about new music.
Continuous Monitoring and Optimization: Continuous monitoring and adjustment of campaign strategies, including audience targeting, are vital to achieving optimal results in music promotion. As audience behaviors and preferences evolve, adapting campaign approaches ensures campaigns remain effective and aligned with audience expectations.
Acknowledgments: We acknowledge the data analysis support and insights provided by our marketing and data analytics teams in conducting this study.
Disclaimer: The results of this case study are based on data collected during 2022-2023. The effectiveness of marketing strategies may vary over time and based on specific circumstances.
