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Filipinos stream the true ‘Paskong Pinoy’ spirit on Spotify

MANILA, PHILIPPINES – Music is core to Filipinos, playing a massive role in creating memories at any occasion. Spotify, the world’s leading audio streaming platform found that 60% of Filipinos use Spotify playlists for that unforgettable gathering of family and friends. “Ber,” a unique culture where Filipinos embrace the fun and festivities as early as September, has placed Spotify holiday playlists streams well over 201 million minutes, with certified hits from Jose Mari Chan and Mariah Carey.

Nostalgia and connection are important, too: 75% of Spotify users in the Philippines said music and Spotify help uplift their mood and remind them of the good times, while 45% said streaming music helps them feel more connected to their culture.

Perhaps nothing else is as culturally significant in the country as Christmas — known to be the longest holiday season in the world, with Filipinos generating an estimated total of $140 billion in sales this year. 

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Through the power of music streaming, Spotify immerses listeners in important moments, especially tuning into their favorite hits as they start their Christmas shopping early. Listeners on Spotify remember the ads they hear, with five times greater recall of ads after a listening session.

There is more that brands can do with the power of sound, too, as in this collaboration with Cream Silk. To communicate its treatment solutions through personalized messages to women in moments they need salon-ready hair, Cream Silk launched a dynamic audio campaign that communicated the sound of hair damage and its repair in micro moments relevant to its consumers – achieving 542% growth in treatments in the past year.

“Data-driven marketing is already a norm for Unilever campaigns. But whilst we have seen it work on video, this has never been tried yet on audio. When we saw an opportunity to combine our first-party data with Spotify’s, we knew right away that this is the disruption Cream Silk needed to build attention for its newest product extension. A hyper-personalized sound of damage is a novel idea that we will never be able to land without Spotify’s marketing technology,” shared Dennis Perez, Digital Marketing, Media, and Commerce Head for Beauty & Wellbeing for Southeast Asia and Head of Media for Unilever Philippines.

There is much to say about the power of sonic branding and advertising, especially when it seamlessly blends in with the music and mood audiences love most. And with Christmas around the corner, brands can listen in and tap into the most culturally significant time of the year for Filipinos.

Reach millions of holiday-minded listeners and ring in the festive spirit for your business — connect with the Spotify Advertising team at ph-sales@spotify.com today.

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