Objective:

Spotify wanted to become the favorite music app for students across India. The goal was to build awareness, create relevance, and increase app usage among young listeners by showing up where they spend most of their time inside college campuses.
Our task was to generate curiosity, drive interaction, and boost downloads through meaningful student based activations.

What We Did

We launched a student focused campaign in colleges across India. From college festivals and local events to interactive sessions and digital conversations, we made sure Spotify was present in the right places at the right time. Our team worked closely with student ambassadors, created fun and relatable content, and shared Spotify merchandise to create recall. We used WhatsApp groups, contests, and playlist drops that matched campus moods to help students connect with the app in real time.

Why It Mattered

Students are early adopters and culture drivers. Reaching them directly on campus helped Spotify build familiarity and preference at the source. This was not just about visibility. It was about being part of their daily routines and their conversations.

Impact:

• Spotify presence across major colleges in India
• Increased visibility in student communities both online and offline
• High participation in Spotify themed events and challenges
• More app installs and playlist engagement from the student segment
• Long term brand love built through authentic youth interaction

Outcome:

Spotify became more than a music app. It became part of college culture. From classroom breaks to festival soundtracks, the brand was everywhere students were. The campaign proved that when you mix creativity with community, you do not just run a promotion. You create connections.