Helping new listeners find their groove.
Welcome to Spotify / Multi-Channel Campaigns
Turn casual listeners into devoted Spotify fans.
Anyone who spends any time on Spotify knows that we 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 new members to engage as much as possible early on, so they could discover what makes this streaming service so awesome?
Having access to 82 million tracks at once is amazing… and overwhelming.
Spotify is a game changer in the way it enables people to experience music. The promise millions of songs, albums, playlists and artists picked to suit you and your moods is a music lover’s dream, but new users will only discover how powerfully personalized the Spotify experience is the more they listen and explore. And that’s overwhelming.
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.
We gave users a VIP pass to all of Spotify’s best features.
Messaging stayed in sync with users’ engagement on the platform.
Next, we put Premium users in the spotlight and gave them their own strategic setlist.
We plugged into multiple touchpoints to show off everything Premium could do.
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.