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...