Persuasive Campaign Proposal
The Persuasive Campaign Proposal was my final project for the Persuasive Methods & Strategies course that I completed in the fall of 2021. This project consisted of an analysis of an organization’s existing PR campaign and the proposal of additional ideas to improve it. I chose Spotify Wrapped as the company has been able to sustain consumer interest in their end of the year review. I was able to see the real-world application of persuasive theories. Due to this project, I can identify the aspects that allow a PR campaign to be successful. I can build on that to create my own ideas as well as utilize design tools to bring those ideas to life.
Here I have highlighted a section of my project to showcase my designs and ideas. Please download a copy or click below to view the complete proposal.
Proposed Design #1: Mid-year Social Media Post
The idea of this design is to remind current consumers and potential new consumers to use their Spotify accounts with the end of the year Wrapped playlist in mind. It would be released on Twitter and other social media platforms mid-year. This maintains the anchor point needed to engage with the audience and, again, latch onto a collective desire. Current consumers who may not have been listening with their account much would see this as encouragement to up their interaction, so they have a well rounded Wrapped at the end of the year. Potential customers who may have felt left out the previous year but forgotten or ignored their desire to be included would be reminded of what they would be missing out on again.
Proposed Design #2: Shareable Quiz
It’s important that Spotify consistently to make sharing Wrapped content both easy and consistently shareable with others as social media engagement is the strongest part of the Wrapped campaign. Previously, a brief quiz is included with a consumer’s year in review that’s one question but isn’t shareable. The idea behind this design is to turn that one question into a full-fledged quiz that can be shared from the Spotify app with a consumer’s friends. This is a play on the current “Blended” feature that allows a consumer to collaborate with friends on a Wrapped playlist. By creating this quiz, the shareable aspect becomes more interactive and increases the company’s latitude of acceptance advantage. Consumers get to engage with their friends more closely and solidify bonds they have with each other based on their musical interests, also capitalizing on the core concept in the uses and gratifications theory.
Proposed Design #3: YouTube Celebrity Interview
The final design is meant to continue Spotify’s pattern of brand engagement through the social attractiveness and charisma of a celebrity. The idea is to pick a top artist or a series of top artists and do an in-depth interview with them surrounding the content of their Spotify Wrapped and post this to YouTube. This video could perhaps be released a week or so in advance of the official release to consumers, building on consumer anticipation. This gives the audience a chance to relate to some of their favorite artists, getting a glimpse into that celebrity’s musical tastes. This could also persuade those same consumers to revisit Spotify to listen to the songs within the YouTube video by playing a small clip of each one as the interview progresses. Using a musical artist in particular establishes an authority figure whose tastes are worth emulating. A link to the playlist would be available in the description of the YouTube video to encourage this as well as make it easy to be done.