Spotify South African – MAU Case Study Overview

The ask: Increase brand love and recollection, to encourage new subscription sign ups. 

The challenge: How do you get people to show the brand love, keep it top of mind and consider signing up, when they are not sure if Spotify has their music? As in the music that they are into? Or the kind that their relatives, friends or partners are into? How do you show them that Spotify has got all types of music, no matter their taste? 

The solution: We had to let South Africa know that whatever they like, we got it. We did this by creating scenarios that showed you shouldn't judge a book by its cover. Or someone's Spotify library by their appearance (age, dress or what they do for a living). You'd be surprised at what your hypebeast, boss babe or stokvel gogo is listening to on Spotify.

See the boards and case study video below: