22nd July 2019
2 Min Read
Client: Spotify
Spotify is a digital music subscription service that provides on-demand access to millions of tracks, so users always have the right music at their fingertips, wherever they are, whatever the occasion. Spotify helps people soundtrack their lives.
Summary
Spotify wanted to increase the number of app downloads among music lovers aged 18-45 in Taiwan, Malaysia and the Philippines, reaching new listeners in a region with multiple languages and diverse cultural and musical tastes, while increasing the brand’s Return On Ad Spend (ROAS).
APAC markets like Malaysia, the Philippines and Taiwan are marketing challenges. They are divided by languages and cultures with burgeoning indigenous pop cultures while at the same time sensitive to global pop trends. Growth in APAC markets would be largely driven by local context and understanding of musical tastes.
Solutions
To design a campaign that would address the differences in local languages, cultures, and musical tastes across its APAC markets, Spotify turned to Creadits.
Localized Creative Talents
Based on ad copy “Millions of songs in your hands” and “Your favorite songs at your fingertips”, designers were activated from within Creadits’ global talent base to craft relevant and localized ad creatives around these messages. Creadits’ unique strength is access to creative talents from all over the world to execute strong localized designs within short turnaround times.
Powering A/B Testing Via Rich Creative Iteration
In just 72 hours, the team created 300+ ad variations inspired by global trends and regional pop culture references, while adhering to Spotify’s brand guidelines. By leveraging design intuition and performance data and insights, the ads took directions that were richly creative, and enabled Spotify to take full advantage of Facebook’s oCPM function.
Greater Creative Depth
As the campaign unfolded, designers were informed by performance data, giving them insights to further creatively iterate on designs that were proving to work.
Outcomes
- 40% increase in clicks to install while keeping ROAS high in a tricky market
- 3X app installs over previous campaigns
- 40% increase in (CTR) over previous campaigns
- 4.6M people reached
