Multi-layered brand awareness and direct marketing campaign for Spotify to 1.4 million students. Display and sponsored content.
Spotify wanted to find a way to raise awareness of their brand and service amongst students. Their aim was to create interest and engagement around Spotify Premium and drive strong word of mouth within the demographic.
Spotify were looking to reach students across the UK. The Tab is divided into sub-sites specific to 39 universities, so we were able to ensure that their campaign targeted each university helping them find brand ambassadors and competition entrants. Moreover, we aimed to have more students sign up to Spotify using their student discount. Campaigns were put together to target any one of the 39 universities we work with or any group of universities.
We promoted the competition and brand ambassador programme to students through viral, user generated content. We offered £10,000 prize for the best playlist and fantastic perks for becoming a Spotify brand ambassador for their university.
Entries and applications came from all corners of the UK. A shortlist was put to the vote, and there were hundreds of social media shares as students campaigned for their entry. Articles were read in excess of 20,000 times and shared across social media platforms in similar vein.
Spotify testimonial: "The Tabs unrivalled access to the student community and their ROI focus, has proven to be an invaluable partnership for Seed over the past few months. There is no doubt we will be developing this partnership further to continue delivering client specific campaigns throughout 2014 and beyond." Hundreds of sign ups and significant brand awareness amongst the student population. The calibre of applicant was strong, meaning Spotify recruited the most influential characters on campus. Sponsored content was shared over 500 times across Facebook and Twitter
The key learning was that if you write interesting content that appeals to students it is sure to get fantastic levels of engagement. We delivered over 10 times the click through rate expected from an industry standard banner against the same number of impressions.