spotify

Integrated Campaign

 

 

THEY OWNED THE COASTS, BUT MIDDLE AMERICA JUST WASN'T LISTENING.

 
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My role

Collaborated with the communications strategist to assess the competitive landscape, redefine the geographic target, profile target consumers, and develop a communications strategy.

THE TEAM: Martin Madriaga (communications strategist), Lauren Wilson (art director), Cody Eanes (experience designer), and Parth Raval (copywriter)


what they gave us

 

The ask:

Bring Spotify to the American Heartland—a region that has shown little interest in the brand, or in music streaming in general.

 

THE CHALLENGES:

Spotify is a brand based on discovery, and the people in this region value tradition.

The American Heartland comprises 40 out of the 50 states. 


What we did

First, we redefined the target. 

We realized that if we tried to be relevant to all music listeners in all 40 of the Heartland states, we would fail immediately. So we had to narrow it down to a more manageable target. So, we mapped out each state's population and Spotify users and we realized that the real opportunity was in the South. 

 Population distribution by state—Southern states have higher populations than other regions. 

Population distribution by state—Southern states have higher populations than other regions. 

 Spotify monthly users as percentage of the population—Southern states under-index on Spotify usage; whereas a western state like Wyoming is much closer to the national average of 7.5%.

Spotify monthly users as percentage of the population—Southern states under-index on Spotify usage; whereas a western state like Wyoming is much closer to the national average of 7.5%.

Then, we got to know them. 

“What makes the South distinct is being a participant. There are values—a few things that might be shared between each of us.”

“Great food, great music, and great people—all in one place.”

“I've been all over the place, but I love living in the South. Been here most of my life now. Love the people, landscape, food, music, etc.”

WHAT WE HEARD:

They've got a unique pride in homegrown talent, culture, community, and tradition.

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FROM THERE, We figured out why they aren't using spotify. 

They choose brands that are familiar. Their top liked pages on Facebook included brands like Yeti, Belk, Marley Lily, and the SEC—all of which are from the South, for the South. 

They're fine with the options they have (like radio, CDs, and Sirius XM). 

Spotify is an outsider brand looking in. It focuses on discovery, active listening, and cutting-edge genres—which are all less popular in the South. 

And it all came down to one leading insight.

Southerners are proud of where they come from, and they prefer things that are uniquely southern. 

Fortunately for us, modern american music started in the south. 

We're talking genres like rock & roll, country, and R&B, and elements like grooves, back beats, and 12-bar blues.

 

strategy:

Celebrate the story of Southern music, and start the next chapter. 

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we created a new sub-brand: spotify rooted

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and A CAMPAIGN TO SHOWCASE WHAT THE SOUTH GAVE ALL OF US

It came to life with executions like these, targeted to key cities in the region:

 

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summary

business problem:

While Spotify has taken over American cities on the coasts, the American Heartland is still showing little interest in the brand, or in streaming services in general. This group comprises 40 of the 50 states, so Spotify is missing a huge potential audience.

our approach:

Focus on the South because of its comparatively high population and disproportionately low Spotify usage. Narrowing the target allows us to speak specifically and avoid stereotyping.

key insight:

Southerners are proud of where they come from, and they prefer things that are uniquely Southern. 

objective: 

Build trust in the South by showing an understanding and appreciation of their rich musical history.

strategy:

Celebrate the story of Southern music, and start the next chapter.

campaign concept:

The South gave us...