Spotify —

Helping new listeners find their groove.

Welcome to Spotify / Multi-Channel Campaigns
the ask

Turn casual listeners into devoted Spotify fans.

Spotify discovered something super important about listeners’ first three months on their platform: the more they played, the more they stayed. Now this makes perfect sense to us long-time subscribers who rely on the platform’s musical mindreading to discover our next favorite song, but first-timers risked missing out because the algorithm didn’t know them yet. How could Spotify get them to engage as much as possible early on, winning them over in the process?

Services
Art Direction / Asset Creation / Campaign Strategy / Concept Development / Content Strategy / Copywriting / Creative Direction / Localization / Motion Design / Visual Design
the insight

Having access to 82 million tracks at once is amazing… and overwhelming.

The empty search bar dares you to remember the name of even one band you like. You draw a blank. Suddenly, all you can think of is that one random group with a hit from the early ‘00s. What were they called? Chumbawamba? Surely your musical taste amounts to more than “Tubthumping,” but at the moment, it’s the only song you’ve ever known. So you give it a listen (still a banger) and close out of the app, reeling from the overwhelm and questioning everything you thought you knew about your taste in music.

the solution

A multichannel welcome strategy that makes for easy listening.

We worked with the Spotify team to reimagine the new users’ musical journey. Delightful emails and smart push notifications guided new users – step-by-step – through key features and best practices. From discovering new music, favoriting their first song, or following artists. We tested what inspired listeners to vibe and what milestones were worth celebrating.

Data revealed the perfect frequency to keep listeners on track.

Dynamic email templates let us give each listener a custom mix.

We jammed with Spotify’s in-house illustrator to expand the library of art.

Next, we put Premium users in the spotlight and gave them their own strategic setlist.

Ongoing data collection and optimization made sure the campaign always struck a chord with listeners.

We took it on a world tour, localizing for over 50 markets.

Bonus track: Since our collab was such a hit, Spotify asked us to help with a side project—creating a custom throwback playlist for every user.