The marketing objective
Streaming apps were getting a lot of positive response and acceptance from the music listening community, but there also was a growing cohort of potential consumers who were interested in these apps but were hesitant to use it.
Spotify identified this as an opportunity and decided to use this category problem to its advantage.
We were given a daunting task of converting these potential consumer cohorts to active spotify streamers.
The Target Audience
The next step was to identify an 'Onboarding abandoner'. This cohort was not defined through any metrics across any reach and frequency platforms of...