Description: Videos like the one above would be posted on Instagram Reels by Spotify to start new trends and capitalize on current ones. The value proposition is that the girl’s productive and uninterrupted time spent studying is worth an investment in tools to help her succeed. In this case, those tools include ad-free music that she can play whenever and wherever she wants. As Scott (2020) mentioned, listening is an important factor in social media marketing. Spotify should first listen to the trends and then jump in with content that will reach a larger audience. The call-to-action would be found in the caption of the video, “Annoying ads interrupting your workflow? Feel the difference with a free trial of Spotify Student,” including relevant hashtags to the audience, including #collegelife, #musichumor, and something to match the specific audio.

Rationale: The rationale for including Instagram Reels in this campaign is that Instagram is ranked higher among college students, particularly females, than TikTok (Pew Research Center, 2021). A series of Instagram Reels will fit into the overall strategy by reaching the Gen Z/Millennials with relatable and personalized content. Social media is all about engaging the consumer as younger audiences want to feel like brands truly know them. When Olivia sees a Reel that pokes fun at her studies getting interrupted by annoying ads, she would feel seen because that is exactly what she is going through. Spotify would ideally employ similar trending audios and content across Reels and TikTok, both short-form video platforms. As Scott (2020) explained, agility is key in maximizing social media’s potential. While Spotify’s current strategy on Instagram Reels is to share such content as artist interviews, they could also benefit from being more responsive to trends, reaching more of their 7.5 million followers than the average 300,000 views they currently receive (Spotify, n.d.).

Description: The above graphic is an example of a printed banner that would be posted in various areas on college campuses. The second figure person would be seen doing a different activity based on the location in which it was found, such as working out at the gym, typing on a laptop at the library, or napping in the dorms. The value proposition of this specific banner to someone like John is that Spotify Student can give him the boost he needs to enjoy his time at the gym. As John has learned in his exercise science classes and psychology electives, music can significantly impact your mood and thus your endurance during a tough workout. This specific banner would be placed at the campus gym as he was leaving the locker room to start his workout. The dark Spotify brand colors appeal to clean, modern trends but also to someone who appreciates the fun, playful things in life. The call-to-action would be the QR code at the bottom of the banner that would allow the individual to sign up for a free trial of Spotify Student for one month to “Feel the Difference” in their workouts, study habits, and overall mood.

Rationale: The rationale for including banners in this campaign is that college students visit a lot of places on campus every day, sometimes more than once a day. For someone like John, the gym is the place he listens to music the most because it pumps him up and helps him focus on his fitness goals. These banners might catch him on an off day where he cannot take the ads anymore or wants to listen to a specific song that he cannot choose on the free plan. A variety of college campus locations appeal to different segments of the 18- to 29-year-old target audience that listens to music or podcasts during different points in their day. Banners at the gym, library, dorms, and bus stops would reach the desired audience and interrupt the monotony of college flyers with an interactive poster showing the benefits of incorporating music into their day.

Description: This idea would be pitched to college-aged female vloggers to include the mention of Spotify in one of their day-in-the-life videos. This would be after the vlogger has ensured to highlight the benefits of uninterrupted listening sessions in the car, cleaning, working, or studying so the viewers are warmed up to the idea of a sponsored video. Not only would viewers see the value these individuals derive from a premium subscription, but they would also feel more inclined to pattern their life after the influencers they look up to instead of feeling “advertised at.” The call-to-action would be included verbally, on the video screen, and in the description as a unique link with the vlogger’s name in it that would lead viewers to the 3-month discount.

Rationale: The rationale for including YouTube in this campaign is that according to a study by the Pew Research Center (2021), this is the most popular platform among 18- to 29-year-olds. Aside from YouTube ads, Spotify could partner with vloggers whose audience are females in this age group who enjoy watching day-in-the-life videos and learning about influencers’ favorite products and services. Vlogs, and blogs for that matter, are a great way to share thought leadership about topics such as the mental health benefits of listening to music, especially when it comes from an influencer who appears more personable than a brand itself. However, that does not limit Spotify from utilizing this platform itself, as it is already doing, to interview artists and show more of Spotify behind-the-scenes in the future.