Adapt the Brand to a New Audience
The Ask: Build a bridge between Spotify and listeners in America's heartland.
The Situation: Spotify has built its brand on discovery - on making it easier than ever for listeners to discover new music. In only 9 years, Spotify has grown from 0 to over 140 million users. In the United States, a lion's share of those users are located on urban, coastal cities. With little room left for growth in the urban, coastal market, how can Spotify adapt its position of discovery to resonate more deeply with audiences in middle-America?
"At Spotify, we know that our next 100 million users, don't look like our first 100 million users."
Research Methodology: A quick Simmons check revealed that Heartlanders were just as likely (109 index) to agree with the statement "Music is an important part of my life." as coastal audiences. Heartlanders aren't less enthusiastic about music than listeners on coasts, they're enthusiastic in a different way.
I conducted reddit discussions and personal interviews to find out what makes middle-American fans excited about music.
Insight: To Heartlanders, music's greatest power is that it helps us to remember, and to rediscover our cherished moments.
Strategy: Emphasize that Spotify is a vehicle for rediscovery as much as it is a vehicle for discovery.
Our sense of smell is our sense that's most powerfully linked to our memories. Using car-style air fresheners, We'll employ the sense of smell by pairing familiar, nostalgic smells - such as grandma's cupboard - with playlists consisting of songs that conjure similar mental images.
Only a slight shift from Spotify's popular "Discover Weekly" playlist, "Remember Weekly" playlists will serve users a new set of nostalgic songs each week. Based on the account holder's age and location.
Using user inputted age and location data, Spotify will create a bespoke interactive timeline that allows listeners to scroll down memory lane and revisit the soundtracks to some of their most pivotal life moments - with playlists such as “Goodbye Junior High ’04” or “Welcome to College ’10.”
Come Rediscover Manifesto Video: