The purpose of this research aims to identify all vital factors to create impressive brand awareness by creating braded playlists on the Joox music application platform that can be implemented with real success for the brands and also to share useful information and recommendation to those who are interested in this research content. The result of this research indicates that the main factors are mainly related to the art of communication that the brand must pay attention to. Joox offers different ad placements for brands that want to promote their campaign through music marketing, but the most popular placement is to create a branded playlist.
Therefore, the purpose and goal of this research is to identify all important factors to create impressive brand awareness through creating playlists on the Joox music application platform, which can be implemented with real success for the brands.
Expected Outcome
LITERATURE REVIEW
- Overview of Effective Advertising: Theories & Frameworks
- JOOX Users & Their Behaviors
- Example Cases
- Hypothesis
For a brand that wants to create a branded playlist in the JOOX Application, the playlist creation theme must be clear enough for the JOOX content team to come up with a meaningful playlist name and song list to include in the playlist, and for the design team to design a playlist cover. JOOX is convinced that in order to create one branded playlist, every element, the theme, the song list and the cover image must be on the same track and be able to convey the brand's message. Successful case: Branded Playlist sponsored by Shell, well-known energy and petrochemical company in Thailand.
Shell implemented the music strategy to reach and engage its customers with JOOX by creating a branded playlist with the theme implying the message that they care to be the name of their playlist: 'Let the soft music take you to your destination '. The photo in the banner plays a big role in attracting people's attention when it is promoted on the first page of the application. From the Shell Branded playlist example above, each song in this song list is about taking a.
Failed case: Branded playlist sponsored by SCB, Thailand's fourth largest commercial bank, which tried to create a playlist for Valentine's Day. The image and song list used in this campaign are all provided by SCB as per their requirement. The context of the main theme of the playlist and other elements: cover image, playlist name, song list.
METHODOLOGY
- Research design
- Data collection methodology
- Population
- Data collection
- Instrument
- Introduction in Interview
- Data Analysis
All information in the interview session will be recorded via electronic voice recorder and will be transcribed for data analysis to discover the most important factors to create a successful branded playlist in JOOX. This interview is a one-on-one session, which may take a lot of time and effort to gather all the in-depth details. The session begins with the introduction and background of this research, that the information they provide will be used for educational purposes only and their name will not be revealed.
This interview is part of a research project for the completion of a Master's Degree in Entrepreneurship Management at the College of Management, Mahidol University. 4 If a brand wants to create their own playlist, what are the important points to note. 6 Please give an example of a successful branded playlist from your experience and please share your opinion on the following points.
8 Does the image or image used as the cover image of the playlist affect the performance of the playlist. 9 If you see the image of a product on the front of the playlist, you will be interested in that product. 10 If you've found a playlist that you really like, you'll want to share it on your social media.
RESEARCH FINDINGS
Demographic Profile of Research Participants
- J OOX Frequent Users
- JOOX Production Team
From the interview sessions with the participants who are frequent JOOX users, the study revealed that two out of five participants listen to music daily via the JOOX Application and the rest of the participants open JOOX at least five days a week to listen to music to listen and update music lists. All interviewees show the same behavior when listening to music when they are in a certain mood, where only music understands their feelings, and when they think about listening to music, they think about JOOX. The results of the interview sessions with all five users show that although each of them has a different preference for the music type or content form, songs presented in the form of a playlist are usually considered if they have no idea which song they want to listen to. , or they only realize the theme of the music they want to turn on.
From the interview sessions with all five participants, the researcher posts the question about their attitudes towards the brand having their logo or product featured on the cover of the playlist, all interviewees respond to this question that having a logo on the cover photo does not mean. an issue because the size is quite small and does not cause any negative effect on them. A member of the JOOX product team said that most brand playlists that have achieved a good performance score have a strong concept and a clear message to communicate with users. The most important thing is that the brand must know how to communicate with the user and how to encourage the user to know the brand's product or service.
To measure the quality or success of the playlist, JOOX focuses on these numbers; click-through rate (CTR), number of users who listened, number of offline downloads and average time users spent on the playlist to determine performance. For the number of average time spent per user and the click-through rate (CTR), the JOOX team will provide them to the campaign owner after the promotion period ends, as part of the campaign report. To communicate with JOOX users, each element of the playlist must be in focus because users will only see the cover photo and read the name of the playlist.
CONCLUSIONS
Recommendations
For example, Air Asia contacted the JOOX team and told them that Air Asia wanted to sponsor a playlist with a chill or relaxation concept. The JOOX team then suggested Air Asia to use "Chill on board" as a name for Air Asia's branded playlist because this name could effectively convey the whole message and image of the brand as an airline. When users see this playlist, they will easily understand what is in this playlist and will recognize who is offering this playlist to them.
From interviews with frequent users of JOOX, the researcher found that it is true that each of them may have a different reason or be in a different situation, but there is one thing that all the respondents from the user side share: they will choose a playlist, that matches their mood at the moment they listen to the music. Relationship between playlist theme and other elements: cover photo, playlist name, song list. The results of all the interviews with the users and the JOOX team find that the connection of the key elements of the playlist plays the most important role in attracting people's attention to the playlist, because everything is relevant.
Shell achieved success with this playlist sponsorship because they have a strong concept for creating playlists. In addition to the name of the playlist relating to the season, the cover photo and song list also relate to the rainy season. When all these elements are connected and the theme is understandable and users can easily understand the message behind the branded playlist, they will not only remember the name of the playlist, song list or cover photo, but they are also likely to recognize brand that created the playlist for them.
Recommendations
Therefore, the recommendations for a brand interested in sponsoring playlist in Joox are provided below. In order to come up with the strongest concept, brands need to consider understanding their current situation, their target audience, Joox's audiences and their behaviors, brand's campaign goals, and the benefits the audience will respond to. Aside from the strongest concept, brands should also consider a creative way to tie their brand into that concept for playlist creation.
For example, Air Asia's playlist which is called "Chill on board" by looking at the name of the playlist and other elements, users will directly get a perception of being relaxed on a plane, which is good because it is important with Air Asia service. Another crucial factor is that brands should be aware that most people choose music according to their emotion, mood or feeling; therefore brands should try to find the right music category to create the connection between brands and their target customers on Joox. Air Asia did a good job in this matter as well because Air Asia chose the cool song to be in their sponsored playlist with a perception that passengers traveling by air should expect to be as relaxed as possible on the plane and songs on Air Asia. The playlist can calm them down.
Start from the big concept to the name of the playlist, the track list and the cover photo, everything should be related to the concept because it will affect the user experience. If a user is disappointed due to the wrong perception of a sponsored playlist, it will affect both the brand itself and JOOX as the owner of the content provider.
Limitation
APPENDICES
Appendix A: Introduction to Interview
Appendix B: Consent Form
Letter of Informed Consent
