Assignment
Create a chart to list the five brands (advertisers), campaign names, media used, and why it was innovative. Please note: This is a team assignment. You will submit a total of 5 brands. Please make sure as a team you are really researching these brands. Make sure to look at possible competitors to begin your brand analysis.
Please review the assignment instructions.
You may review the student example below before completing the assignment:
Student Example To Do: Create a chart to list the five brands (advertisers), campaign names, media used, and why it was innovative. This week we’re looking at who is your competition. What do they do? Why do they do it? Therefore, this week you are going to find five competitors in the marketplace. For each brand identified, include the following: o Brand – Include brand logo Strategy used o Audience evaluation- include psychographics, demographics, etc. o Media used o Why was it innovative- minimum 1 paragraph Five Brands Chart
Brand Campaign Headline
Strategy Audience – Include Demo / Psychographic s
Media Used Why was it innovative? Minimum 1 paragraph.
Apple Music
“Hear sound all around.”
– The strategy apple uses with this campaign would be the use of artists. In their video advertisements, they include artists people admire. Such as Billie Eilish and Don Toliver. They also include music with heavy beats and bass, which emphasize the spatial audio feature.
– Apple device users – Avid music listeners – Ages 13 to 30 (because of music & artist choice) – Targets both women and men. In the Billie Eilish video, it would be mainly targeted towards women because that is her target audience. If the video has Don Toliver in it, it would mainly be targeted towards men because that is
– Video advertisements on TV – Twitter Ad – Instagram Ad – YouTube Ad – Facebook Ad
– This campaign was innovative because it demonstrated a different experience when listening to music. The spatial audio feature is known as the “The next generation of sound”. This feature cannot be used on other streaming platforms, and that is what makes Apple Music so unique and appealing. The spatial audio feature is revolutionary because it makes listening to music on your phone feel as if you're listening to music in a studio or concert, ultimately making the experience of listening to music more fun. This is known as immersive spatial audio.
his target audience. – Higher middle-class
Pandora
“Sounds like you”
-The strategy Pandora uses is by playing advertisements to listen to your music with no ads when clicking, and you'll listen to music for 30 min for free. When people click on the ads they think it's for free but, they’re making money off you clicking the ad.
-Pandora listeners are usually aged around 25-34 years or 55 and above.
-Content ads -Video ads -Audio ads
Pandora’s campaign was innovative because using ambassadors display how authentic they are to their music, so it attracts people. Pandora is known as the music app that is out of date so, when using ambassadors to campaign their music, it brings people back to using Pandora. DJ Khaled is one of the ambassadors, and he expresses his love for Pandora, and how you can personalize your own station.
SiriusXM
“Love to Listen” -The Strategy that SiriusXM uses is to emphasize the quality content that they offer. In addition to offering quality content, they are mainly only in automobiles. With being in automobiles when buying a new car, the car may come with a 3o day free trial or a 1-year free trial for the customer to try and get familiar with SiriusXM.
-SiriusXM listeners are majority between the age of 35 to 49- year-olds -It is about 50/50 breakdown of men and women who use this streaming platform
-Satellite radio
-The main focus of SiriusXM is to provide service to cars. They have a specific niche and stay in that niche. In addition to only being offered with cars, they are a platform that has more than just music for their audience to listen to. SiriusXM offers music, news, sports, podcast, and talk and entertainment. Lastly, having a SiriusXM for 30 days or 1-year free trial when buying a car is very unique and helps the retention of customers.
SoundCloud
“First on SoundCloud.”
The strategy SoundCloud uses is by creating a video campaign that promotes emerging talent on the platform through new music,
-320 million Global listeners -25 million creators -28% of listeners are
-Social media platforms -Video ads -Creators use the app to promote their music and in
This campaign is innovative because while the campaign is promoting and celebrating their creators, the creators at the same time promote the app by promoting people to
video and photography, and empower all creators to upload to SoundCloud and be heard. This helps promote creators who start on SoundCloud first. All creators can participate by uploading tracks to SoundCloud with hashtag #SCFIRST.
from the United States -6% of listeners are from Germany -25% of listeners their phones to listen to SoundCloud in the United States -35% of the platform’s users are aged between 18 and 35. This age group covered university students and professionals.
turn use it to promote new and old listeners to the platform
listen to their music on the streaming platform. This is unique because SoundCloud does not have to spend so much on ads because users are self- promoting the platform. Studies show that people are likely to buy products or use a service that someone recommends them, then purchase products or use a service from an ad. By advertising this way, the company saves money and enables creators to share their music.
Youtube Music
” Music World Dedicated to You”
YouTube Music focuses on curating special music playlists made different for every user. It also has limited podcasts available only on their platform from notable artists.
Original YouTube users YouTube Music, premium, has more than 50 million subscribers worldwide. Age range: 18-25 81% of users Gender: Male: 62% Female: 38%
-Ads on YouTube platform. -Television commercials. -Social media posts.
In contrast to other music streaming platforms, YouTube music has a wide range of music that cannot be found anywhere else due to license or copyright issues. It has a good amount of genres and podcasts that can only be listened to on the app. It has fair pricing, and when the ad placements are considered, it is bound for success. YouTube is one of the most popular media platforms in the world, and being able to advertise an app for the sole purpose of music would follow with large engagement, due to the fact a large percentage of searches on YouTube are for music alone.