Music For Your Worldx
Music For Your World
2017 Cassies / Strategy Magazine
Entertainment / Culture / Leisure
Create awareness of music streaming category and the Spotify brand.
Strategy and Media Used:
Spotify has the ability to identify what each of its users is listening to, when they listened and how often. They can also identify where consumers were listening, down to the neighbourhood. “Music For Your World” was created with playlists customized for Canadians based on where they lived. The national campaign ran on OOH and across digital. Over 30 neighbourhood playlists were developed and every element of the campaign was driven by real-time data. Customized ads ran on billboards and transit in the neighbourhoods celebrated in the playlists to promote them.
Daily registration for Spotify increased 21%, more than double the target of 10%. Spotify moved from number three to number one in the App Store downloads (among music streaming apps). Overall streaming in Canada on Spotify increased by 71% versus the previous period. The campaign generated over 30 million impressions, fueling an increase in brand awareness from 38% to 58% versus the previous year.
This video is courtesy of the CASSIES http://cassies.ca/entry/viewcase/34264