SPOTIFY STUDENT PREMIUM STORE

Short List
TitleSPOTIFY STUDENT PREMIUM STORE
BrandSPOTIFY
Product / ServiceSTUDENT PREMIUM
CategoryA08. Media / Entertainment
EntrantTHE ROYALS Sydney, AUSTRALIA
Idea Creation THE ROYALS Sydney, AUSTRALIA
Idea Creation 2 THE ROYALS Sydney, AUSTRALIA

Credits

Name Company Position
Lewis Farrar The Royals Senior Copywriter
Juan Aguiler The Royals Senior Art Director

Background

When Spotify launched Premium for Students, with a new offer of 3 months for only $0.99 each month, we were tasked with producing a campaign that supported the Spotify global student strategy of using existing brand advocates to drive student subscriptions. Students represent the largest, most loyal and engaged group on Spotify, but they don’t have much money to spend on luxury items like premium music subscriptions.We needed to retail Spotify in a new and fresh way, not just by promoting a discount for 3 months.

Describe the creative idea (30% of vote)

Enabling student's to get more for less The Spotify Student Premium Store was a unique e-commerce platform where the only currency was credits. To earn the credits, Spotify Student Premium users had to simply refer their mates to sign up to the service. Students were rewarded for real sign-ups, not just referrals, so conversion was everything. The more mates a user got to sign up, the more credits they received and new users were able to sign up their mates too. Premium products in the store were carefully curated to celebrate the best of student life – they ranged from the best gigs and sold-out festivals in the country, seriously good music devices like Nura Headphones, and flight discounts. We also stocked student essentials like 40-pack bundles of Mie Goreng Noodles, and 1kg jars of Nutella and Milo. There was even a money-can’t-buy music experience at Spotify’s head office

Describe the strategy (20% of vote)

By leveraging the advocacy of existing Student Premium users, we created a word-of-mouth referral program that sold the benefits of Student Premium while giving them access to win experiences and items they couldn’t otherwise afford, big and small.

Describe the execution (20% of vote)

The campaign leveraged a range of social networks to achieve reach and promote referral. The Spotify Student Premium store was first launched via a CRM campaign to the existing Spotify Student Premium user base to create momentum, then pushed externally in digital display and paid social across Instagram, Facebook and Snapchat. This was continued in owned social channels and CRM, featuring messaging around the $0.99 offer. Media performance was measured and optimised throughout the campaign, to ensure momentum was maintained and performance was maximised. The fully customised e-commerce platform was designed and developed on BigCommerce, while Spotify’s API connected Premium users to the store, and a unique referral code allowed students around the country to easily share the store and individual products. Spotify playlists were linked to every product to highlight Spotify’s core pillar of discovery.

List the results (30% of vote)

So there it is, a customised e-commerce platform powered by Spotify credits instead of currency, which integrated and leveraged a range of social networks to power reach and referral. All helping to highlight that Spotify premium can fit nicely into the student lifestyle. Reached 1.2 million people. Creating 107,890 unique visitors visited the store, 33% of users were repeat shoppers. Redeeming over 3,016 items in total. With the first product being redeemed within 60 seconds of the store opening. Generating a 165% uplift against the previous 5 weeks.

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