The Tab
The Tab's Creative Student Marketing Group
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Spotify: Where does your uni's music taste rank?

 
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Spotify: Where does your uni's music taste rank?

 

THE CHALLENGE

Position Spotify as the music provider of choice for students, leveraging their access to data in order to tell a compelling and relevant story, in partnership with student marketing agency Seed.

THE STUDENT INSIGHT

Music is a fundamental part of uni life, and a real passion point for students. Equally, uni culture is inherently competitive; within a single campus, inter city rivalries, and across regions - who throws the best parties? Who has the best sports team? And who has the best taste in music??

THE BIG IDEA

So, combining this insight with Spotify user data, we created an interactive, immersive Spotify music league table. Detailing their music preferences, students were able to then select their university and the live league table would rank their uni vs five identified music genres

 
 

SUPPORTING THE BIG IDEA

To re-engage the audience, and extend the lifespan of the partnership, we created a branded story drawing out the narrative behind the results, and profiling the big talking points. These appeared across the The Tab local sites, constructing stories to promote each uni. The campaign ran from Nov - Jan across all of The Tab’s major sites and platforms, and was cross promoted on Spotify’s owned channels.

THE INDUSTRY FEEDBACK: 'GENIUS IN IT'S SIMPLICITY'...

Featured in the Best of Brandtale (November 2016).

Picked as a Campaign of the Week by Melanie Deziel, a leading native advertising expert. Deziel said: “Great way to leverage brand data to tell a story the publisher couldn't otherwise.”

 
 

THE RESULTS

  • 169,000 views of the league table (270% above benchmark)
  • 1:30 average dwell time on site
  • 22,500 students visited the Spotify site through the campaign (14% CTR)

Check out the campaign

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