UWaterloo Masters of Digital Experience Innovation
Consumer Research: BTS and MAX (Kpop)
MAX's song, “Blueberry Eyes feat. SUGA from BTS” was well-received by the BTS Army, the world’s largest and engaged music fandom and climbed to the Spotify Top 50 Global Charts. “Blueberry Eyes” exposed MAX to many new fans but where does his brand go from here?
A social media content marketing study was conducted and quantitative performance metrics informed the brand report.
UX Research: Audiobook Club
100 survey participants and 10 interviewees were recruited via Facebook and Reddit groups. Findings were then thematically clustered for analysis to inform the wireframe design.
Marketing Strategy: Spotify
Given Spotify’s recent investments and re-branding as a music and podcast company, a podcast extension to their existing annual Wrapped campaign was proposed under the current business climate.
A persona, competitive analysis and positioning statement enabled communication of the Spotify brand values through the creative.
