The Ultimate Guide to Affinity Marketing: Lessons from Netflix and Spotify’s Blockbuster Partnership
What do Netflix and Spotify have in common?
Nothing? Look deeper.
When you bring Netflix’s movie-binging subscribers and Spotify’s music lovers, what do you get?
People who love entertainment.
Netflix spotted an untapped opportunity and wasted no time in collaborating with the green company to run joint campaigns to draw in their audiences.
If it sounds unconventional it’s because it is. It’s called affinity marketing.
What is affinity marketing?
Before we get into the nitty-gritty, let’s break down what affinity marketing means.
Affinity marketing is a form of marketing where you partner with another company that shares a similar audience with you.
Imagine two brands joining forces, not to compete, but to complement each other. They tap into their shared audience’s interests and lifestyles to offer something uniquely engaging, amplifying their reach and resonance.
It’s like telling your brand’s story, but with a friend who speaks your language and shares your vibe.
The Netflix and Spotify Encore
Netflix and Spotify’s partnership is a masterclass in affinity marketing.
They joined forces not just in the name of business but to create an immersive experience for their shared demographic — Gen Z and millennials, known for their insatiable appetite for digital content and experiences.
Strategic Symphony
The strategy was simple yet brilliant. Utilize Spotify’s audio platform to deepen the connection between Netflix shows and their fans. Let’s look at three examples from the campaign:
Branded playlists: Spotify created a dedicated page called the ‘Netflix Hub’ that transported listeners straight into the worlds of hit shows like Stranger Things and Sacred Games, containing soundtracks from the series.
Interactive UI: As part of the promotion, there was a Stranger Things-themed feature you could interact with. By clicking on the main banner, the Spotify app would change into the ‘Stranger-verse,’ displaying names and characters from the series, and you’d hear the eerie sounds of the show in 3D audio, giving the feeling of being surrounded by the sound.
Pesonalized experience: Spotify created an immersive experience for the Extraction movie. Listeners experienced ads with 3D sound that guided them to a webpage. There, they answered some questions to find out what type of soldier they’d be. Spotify then uses AI to created a personalized playlist to prepare them for their “mission”.
The same was done for Money Heist.
Results
The numbers sing praises of its success — reaching over 9 million Spotify users, generating 400 million impressions, and doubling the engagement benchmarks.
Stranger Things became Netflix’s most-watched English language series. The show’s Spotify playlist grew from 500,000 to more than 2 million followers.
That’s not all. Just 2 weeks after Squid Game debuted on Netflix, Spotify listeners had created more than 22,500 unique themed playlists.
Measuring Success Beyond the Applause
While the engagement metrics and reach were impressive, the real win was the brand affinity Netflix earned.
80% of surveyed listeners expressed a heightened consideration for streaming content on Netflix.
How to Rock Your Affinity Marketing Campaign
Like these 2 entertainment giants, you can create your own marketing hit. Here are some key takeaways from the Netflix and Spotify collab:
Find Your Marketing Soul Mate
Seek out brands with overlapping target audiences but non-competing services or products. This is your ticket to a wider, yet targeted, audience reach.
Play to Each Other’s Strengths
Combine your unique strengths to create an engaging and memorable experience. Spotify’s audio capabilities paired with Netflix’s storytelling prowess were a winning combo.
Ask yourself: what is one unique thing I offer that complement another brand’s unique thing?
Pro Tip: Draw a shortlist of partners. They can be within the same vertical or another industry. Then choose those that best aligns with your ideals, goals and audience. This helps to avoid potential conflicts regarding how you both do your things.
Engagement is Key
People don’t want to be advertised to. Aim to create experiences that deeply engage, not just expose. Interactive elements and personalized experiences can turn passive listeners and viewers into active participants.
Look Beyond the Numbers
Success in affinity marketing often lies in enhancing brand perception and loyalty. It’s not always about getting a ramp up in direct revenue. Keep an eye on these intangible benefits.
Stay Agile and Innovative
The digital world is always evolving.
Refine your digital strategy by gathering and analyzing data, alongside user feedback. Use analytics tools like Google Analytics and CRM software for insights, and engage with customers for qualitative feedback.
Use these insights to conduct A/B tests, or vary your messaging.
This iterative process will make you stay in tune with what your users want and keep giving value.
Conclusion
Affinity marketing, when done right, can be a game-changer. The Netflix and Spotify duo is proof that when brands harmonize their strengths and audience insights, the result can be a chart-topping success.
So, whether you’re a startup looking to make your mark or an established brand seeking to widen your audience pool, sometimes, the best way to amplify your brand’s voice is to join it with another’s in a way that captures the hearts and minds of your shared audience.
I am a digital marketing expert with 5+ years of experience in the field. I share digital marketing tips, tricks and strategies to help Africans win with digital. Subscribe for more insights to turn you into a digital champion.
