Wed, 04 Sep 2019 05:19:55 GMT
Students represent the largest, most loyal and engaged group on Spotify, but they don’t have much money to spend on luxury items like music subscriptions. To drive awareness and trial, Spotify decided to give them a taste of premium with Spotify Student Premium for $0.99 for the first three months.
To promote this offer, The Royals created the Student Premium Store – a store full of student essentials that had no prices attached. Instead, everything could be redeemed just by referring their mates and accessed by only those who were signed up to Spotify Premium. Demonstrating that they could have both their cake (as well as other student essentials) and eat it with the uninterrupted sound of Spotify premium.
The more mates a user got to sign up, the more credits they received and new users were able to sign up their mates too.
Spotify Student Premium Store was a huge success, with 165% increase in sign-ups during the campaign period.
Client: Spotify Australia
Marketing Director, Australia & New Zealand: Serena Leith
Marketing Manager, Australia & New Zealand: Rosie Rothery
Marketing Specialist, Australia & New Zealand: Steph Gray
Agency: The Royals
Managing Partner: Dan Beaumont
Creative Partner: Nick Cummins
Senior Creative: Lewis Farrar
Senior Creative: Juan Aguilar
Group Account Director: Ian Hartley
Senior Account Manager: Etaoin Knight
Senior Strategist: Laura McRae
Head of CX: Mikael Perhirin
Digital Project Manager: Emerald Cowell
Senior Frontend Developer: James Robinson
QA Analyst: Sarah Jackson
UX Designer: Max Lacoste
Lead UX Architect: Mark Smith
Content Writer: Dan Michael Jones
Digital Project Manager: Richard Edmunds
Data Scientist: Dr Paul Vella
Digital Designer: Carlo Spadazzi
Digital Developer: Eddie Brown-Greaves
CRM Strategist: Catherine Cullen
Categories: Media and EntertainmentThe Royals, 3 years ago