Spotify Marketing Campaign

Marketing | Graphic Design
Project Overview
For my Principles of Marketing course, I had the opportunity to work on a team with three other students to develop a marketing campaign for a real company's problem. Through our research and analysis, we identified Spotify's challenges and developed a solution to improve their brand perception and long-term profitability. Our project focused on Spotify, and we aimed to increase their Net Promoter Score, Monthly Active Users, and revenue by promoting the Fresh Finds program, which helps independent artists build their careers.
My Contributions
I played a critical role in helping write the campaign plan, providing valuable insights and creative ideas. In addition to my strategic contributions, I also utilized my design skills to create graphics that enhanced the overall presentation of the campaign plan. My attention to detail and ability to communicate complex ideas through visual elements were invaluable to the success of the project. Additionally, I was responsible for designing the presentation deck, which was engaging and visually appealing, effectively communicating our ideas to our audience.
Spotify faces two major challenges: operating on a loss and criticism on the amount it pays to artists. Spotify's competitive advantage heavily relies on its brand reputation and the way it treats its customers. However, the newest generation holds accountability and fairness as one of its most important values. With this ongoing trend, users could pull away from Spotify if they believe the company is not supportive enough for emerging artists.
The Challenge
The proposed solution for enhancing Spotify's Fresh Finds program involved raising awareness of the program through internal and external advertising. Our marketing plan was implemented over a year, primarily utilizing Spotify's current internal ad space to promote the Fresh Finds program. Each quarter highlighted one of the four artists in the Fresh Finds program, introducing them through a three-month advertising campaign. By the end of the third month, the highlighted artist's Spotify Single was released, and the process was repeated for the following artist. This approach did not add to Spotify's current marketing costs and provided valuable exposure and support for emerging artists, while fostering a positive brand perception for Spotify.
The Solution
Based on the past performance of artists featured on the Fresh Finds playlist, the artists involved in our enhanced program experienced significant growth in their Spotify following and listenership. The metrics achieved for the artists featured included a 50% increase in Spotify followers, a 60% average increase in monthly listeners, and over 6 million discoveries. By actively promoting these independent artists through the Fresh Finds program, we created a more supportive and inclusive music ecosystem, benefiting both the artists and Spotify's long-term brand perception and profitability.
Results