BRAND TRUTH Spotify has transformed the way people listen to music and enhanced the individual experience with more offerings. Spotify AR 2016
Now $0.99 per month
Spotify is the only bundle for students of its kind
Spotify is the only bundle for students of its kind Yet, in their Q2 2019 financial report Spotify was up 31% yoy in premium subscribers but stated \"intake into our student product was below plan\" Spotify Q2 2019 Shareholder's Letter
Spotify is the only bundle for students of its kind Yet, in their Q2 2019 financial report Spotify was up 31% yoy in premium subscribers but stated \"intake into our student product was below plan\" We wanted to know why Spotify Q2 2019 Shareholder's Letter
Our Survey Results By the numbers 106 respondents • 42% of respondents used Spotify vs. 25% Apple Music • ...Yet only 28% had the bundle... about 40% had no idea it existed! • When asked how they found out about the bundle, the most common answer was through WORD-OF- MOUTH (55%) • 30% said ADS • 75% said they would consider getting the bundle In their own words
Our Survey Results By the numbers 106 respondents • 42% of respondents used Spotify vs. 25% Apple Music • ...Yet only 28% had the bundle... about 40% had no idea it existed! • When asked how they found out about the bundle, the most common answer was through WORD-OF- MOUTH (55%) • 30% said ADS • 75% said they would consider getting the bundle In their own words \"I'm a busy guy, and it falls to the back burner.\" - Samir, 18
Our Survey Results By the numbers 106 respondents • 42% of respondents used Spotify vs. 25% Apple Music • ...Yet only 28% had the bundle... about 40% had no idea it existed! • When asked how they found out about the bundle, the most common answer was through WORD-OF- MOUTH (55%) • 30% said ADS • 75% said they would consider getting the bundle In their own words \"The bundle isn't advertised very well. I only found out about it through \"I'm a busy guy, and it falls word-of-mouth and by the time I was to the back burner.\" - Samir, 18 made aware of it I was already a committed Apple Music/Tidal user.\" - Prez, 20
Our Survey Results By the numbers 106 respondents • 42% of respondents used Spotify vs. 25% Apple Music • ...Yet only 28% had the bundle... about 40% had no idea it existed! • When asked how they found out about the bundle, the most common answer was through WORD-OF- MOUTH (55%) • 30% said ADS • 75% said they would consider getting the bundle In their own words \"The bundle isn't advertised very well. \"Apple music is better with the I only found out about it through iPhone. It's associated with the \"I'm a busy guy, and it falls word-of-mouth and by the time I was brand so it's the one I use.\" - to the back burner.\" - Samir, 18 made aware of it I was already a Marc, 19 committed Apple Music/Tidal user.\" - Prez, 20
We Discovered Our Brand Challenge WHAT SPOTIFY TOLD US SPOTIFY'S CHALLENGE Student-centric offerings is While Spotify is the leader a cluttered space, and in the music-streaming Spotify's offering isn't top industry, they're not known of mind for college students. as the hub of all entertainment.
College Culture As A Whole These students are the most diverse generation in American history. They're here to celebrate their differences. They're engaging with music and each other, and how it’s shaping their views on culture, media, technology, and politics. By the numbers 2211% of American colleges reported an 5544% say they’re friends with someone from % increase in students of different a different country ethnicities CULTURAL INSIGHT The college environment has become diverse, inspiring conversations among students to discover more. 2018 Sodexo University Trends Report Spotify Culture Next Global Trends Report
What Students Share in Common By the numbers Today’s college students are in discovery mode, searching for new ideas, things, music and hobbies. They're a frugal but ambitious lot, focusing on their career development. And they're driving shifts (subtle and not subtle) in how their college serves, guides and educates them. They're not tech-dependent, rather tech-independent, using their digital skills to make personal connections. As a generation that has been sold a lot, they like a brand that represents their personal values. 55% % think it's important to have 60% Always strive to achieve more in life while a similar proportion attach value in-person experiences to seizing opportunities (77%) and developing new skills (82%) CONSUMER INSIGHT College students expect to experience the most during their undergraduate career. Global Web Index, Generation Z Report 2019
Our Strategy Framework CONSUMER INSIGHT BRAND TRUTH CULTURAL INSIGHT College students expect to Spotify has transformed the way The college environment has become people listen to music and enhanced diverse, inspiring conversations experience the most during their the individual experience with more amongst students to discover more. undergraduate career. offerings. Hulu/Showtime truth: provides them their own world of visual content TAP INTO STUDENT CULTURE; STAND FOR MORE THAN MUSIC
College Students: Spotify has the potential A Day in the Life - More than Music to be integrated into 19% of a students' day American Time Use Survey, MiM 2019, Audience Net 2019 Survey, University of Georgia, Ipsos MORI, MAGNA, ComScore currently. Within different activities of the day they multitask and spend: 2.65 Hours on Social Media 1.8 hours streaming music
College Students: Spotify has the potential A Day in the Life - More than Music to be integrated into 19% of a students' day American Time Use Survey, MiM 2019, Audience Net 2019 Survey, University of Georgia, Ipsos MORI, MAGNA, ComScore currently. Within different activities of the day they multitask and spend: 2.65 Hours on Social Media 1.8 hours streaming music
TRANSPORTATION
FOOD & DRINK
Students... Say Hello to Spotify Saturdays 94% of students would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public. Sheer ID Kelton Survey
SOCIALIZING
Student Location Data from Citylab, 2016
New York // Los Angeles // Chicago // Boston // Philly // Miami
Experience Spotify Podcasts
Watch Hulu with Oculus Go & Enter the Oculus Go Giveaway
See all the ways you can enjoy Showtime
Make Memories Utilize partnerships with McDonalds and Starbucks to provide food and refreshments Branded photobooth enables visitors to capture memories
Take Memories With You Announcement through student emails will begin their interaction with the campaign Concurrent Snapchat Filter and pop up experience help Spotify become top of mind Instagram will feature earned media from the experience
Way More Than Music Before, Spotify was only involved in 19% of the Students day. NOW, Spotify can be 41%involved in of a student's day when standing for More than Music.
What Media Channels Do They Use? • Highly receptive to OOH • Cord Cutters • High Mobile Phone Usage • Social Media Heavy • 59% of video consumption is OTT MAGNA Estimates
Media Mix
OOH Activations: City Schools Wallscapes Digital Street Signage 84% said they pay attention to digital ads in Similar campaigns have received 61,000+ engagements familiar media placements AdAge 2018
OOH Activations: College Towns Campus Flyers In Stadium Network Students were able to recall ads placed in stadium 30% higher Capitalize on dwell time spent in popular than the average campus hubs for students Media in Mind 2019
Media Partner: YouTube College students are 69% more likely to stream videos from YouTube 96% of people aged 18-24 use YouTube Media in Mind 2019
Media Partner: Twitter... Let's ENGAGE • College students are 89% more likely to use Twitter • 38% of Twitter users are from the ages of 18-29 • 29M monetizable daily users • College students spend an average of 3 hours a week on Twitter Media in Mind 2019
Media Partner: Snapchat 77% of College Students use Snapchat Daily 94% of College Students spend on average 2.35 hours a week on Snapchat Media in Mind 2019/Omnicore
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