Spotify: #ThatSongWhen

This case study describes how Spotify, a music streaming service, created a campaign called #ThatSongWhen to emotionally connect with Millennials in the USA, and increased both users and brand love.

Spotify: #ThatSongWhen

Campaign details

Agency: Ogilvy New YorkClient: SpotifyCategory: Publishing / Entertainment

Executive summary

Spotify, a music streaming service, sought to increase its emotional connection with Millennials in the USA by providing a platform for discovering, creating and sharing their music and stories while increasing their emotional connection to Spotify. The campaign was called #ThatSongWhen and successfully increased both brand love and monthly active users among the target audience.

Campaign Objective

Millennials saw us as just another tool that provides music streaming – that's it. We set out to make an emotional connection with them....

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