Growth hacking em uma startup: uma análise fílmica da série the playlist

Abstract

In this study, the customer acquisition funnel strategies of Growth Hacking are analyzed within a technology-based startup, highlighting the role of these strategies in the commercialization and adoption of new technologies by consumers. To this end, the analysis will focus on the Netflix series "The Playlist," which tells the story of the music streaming service software Spotify and its mass adoption by the market. The objective is to analyze the application of these growth strategies in Spotify, aiming to better understand the process and contribute to the comprehension of its application and how it can influence the rapid growth of the business. For this, the following specific objectives were established: a) Identify the growth hacking strategies used by the startup in the series "The Playlist"; b) Analyze the effect of the implementation of these strategies in the series under study. This research is classified as qualitative in nature, descriptive in terms of purpose, and bibliographical in terms of method. The data analysis technique used was indirect and non-participant observation, employing film analysis techniques, whereby the analysis followed the series' narrative. Among the results, the understanding of growth hacking strategies and their effects on a technology startup stands out, demonstrating the actions carried out by the Spotify team that connect with the phases of the growth hacking acquisition funnel, influencing its rapid growth: Episode 1 and 5 in the acquisition phase, Episode 3 in the activation phase, Episode 4 and 6 in the retention phase, Episode 3 and 5 in the revenue phase, and Episode 6 in the recommendation phase. Thus, providing insights into the implementation of these strategies and their effects, which led to market penetration and the adoption of new technologies by Spotify. Therefore, the study achieved its goals and enriched the understanding of growth hacking and its effects on a technology startup.