The Challenge
Students represent the largest, most loyal and engaged group on Spotify but they don’t have much money, so they’re always chasing the latest bargain.
Spotify briefed The Royals to help increase awareness and trial of the new Spotify Premium for Students for $0.99 offer that was launching in market by leveraging the advocacy of existing Student Premium users as well as paid media, but we needed a brave idea to cut through the noise in a competitive category due to a combination of low budget and ambitious KPIs.
The Strategy
Students’ lives these days are a dichotomy. Due to the cost of living and tuition fees, they do everything they possibly can to save money while still aspiring to the premium life they see in their newsfeed every day. Spotify needed a campaign which would sell the benefits of Student Premium while giving them access to experiences and items they couldn’t otherwise afford, big and small.
Idea
The Royals attacked the brief with an idea engineered to spread: The Spotify Student Premium Store. A unique online store where the currency was credits that existing Spotify Student Premium users could spend in the store in return for referring their student friends who signed up to Spotify Student Premium for 0.99c. Students were rewarded for real sign ups, not just referrals – so conversion was everything.
The campaign was first launched via a CRM campaign to the existing Spotify Student Premium user base to create momentum then pushed externally in digital display and paid social across Instagram, Facebook, Snapchat and student influencers.
