Strategy & Campaign
Spotify
The Ask: Reposition Spotify Premium from a music subscription into an extension of personal identity by uncovering the emotional role music plays in everyday life.
AD - Alice Tunini
Copy - Kelsey Klungel & Kathleen Merkel
Strategy - Alice, Kelsey & Kathleen
THE CHALLENGE
Features weren’t enough to drive Premium adoption.
Spotify needed to increase Premium conversions among young adults, but competing on features and price wasn’t creating enough motivation to upgrade. Our challenge was to uncover the emotional reason someone would pay for Premium.
THE RESEARCH
We researched to understand how people listen.
THE INSIGHT
Spotify doesn’t just play a part in people’s day. It helps shape it.
THE BIG IDEA
Your playlists don’t just sound like you. They leave a
Spotify is the soundtrack to becoming. Premium amplifies that soundtrack with ad-free listening, deeper personalization, and total freedom to be you.
CAMPAIGN EXECUTION / OOH
CAMPAIGN EXECUTION / DIGITAL
HOW IT WORKS:
ATTENTION - We stop the scroll with bold visuals and a message that feels like a personal callout.
CONNECTION - Creators share real stories about how Spotify fits into their daily routines and reflects who they are.
ACTION - We drive curiosity and trial with a clear message: your soundprint is unique, Spotify helps you own it.
Our digital campaign brings Spotify’s emotional connection to life where our audience spends the most time - on social.
We use Social x Creator strategy to make Spotify feel personal, relatable and undeniable.
CAMPAIGN EXECUTION / VIDEO