Spotify: Spotify and cricket – a combo that won over all of India!

Spotify, a music streaming service, created an exclusive Spotify Player of the Day segment which built top-of-mind awareness to accelerate growth, increase new installs and improve brand health brand metrics.

The marketing objective

Despite being the 8th player to launch in India, Spotify took the lead in the category w.r.t. streams and music consumption in Q1, 2022.

But there was room for more growth. Our challenge was to accelerate growth for Spotify after 3 years of steady success, and help it become the undisputed category leader.

We had to increase New Installs, Registrations and MAUs, and improve brand health metrics.

The target audience

Early adopters from metros and Tier 1 cities were already on the platform. For our next set of consumers, we had to reach the early/late majority that...

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