Spotify was losing premium users in Spain. The reason: they felt they weren’t using it so much.
It seemed clear to us what we had to do. If you want users to use it more, you have to give them exclusive interesting content.
With that goal in mind, we created a transmedia content campaign that included editorial, video and audio content. The editorial and video content consisted in interviews with some artists who shared with us their favorite songs. From those content, we redirected users to Spotify’s playlists –a content that is only fully-enjoyable with a premium account– with those mentioned songs.