Only You Campaign
In an effort to set Spotify apart from other streaming services, the Only You campaign established brand love for users and non-users alike. Our aim was to connect to the core human truth that our brand is especially positioned to speak to—celebrating the uniqueness of every individual’s listening.
Only You celebrates the uniqueness of our 350+ million listeners and each one’s unique you-niverse, and the creators, fanbases, places and memories that revolve around and within them.
We call it STANHOOD.
Each individual OOH celebrates a creator and the unique ways in which that creator’s fan community listens.
The in-app experience used personalized data-points to celebrate user’s listening identity while mid-funnel messaging showed how the platform delivers on the promise of individuality.
These stories included unique artist pairings, audio birth charts, a dream dinner party and more for Wrapped-esque experience.
***Spoiler Alert*** People loved it, hated on it and straight up stole it. The response created a viral moment that boosted love for the brand and set us apart from other music streaming services.
Photo: Florence Ion / Gizmodo
Audio Birth Chart surfaced the user's favorite artists based on their Sun Sign (“the top artist you listened to over the last six months”), Moon Sign (“an artist you listen to that best shows your emotional or vulnerable side”), and Rising Sign (“an artist you’ve recently connected with”).
Dream dinner party is an interactive story allowing users to pick three of their top artists over for a meal. Once the trio is selected, Spotify creates a personalized mix for each artist to set the mood.
Mid-funnel copy leveraged the "Only You" spirit while aiming to communicate how product features and content answer these personal quirks.
Mid-Funnel communications touting the robust catalogue of artists.
Impressive considering Billie Eilish released her music video for "Lost Cause" on the same day. Sabotage? Um, I think so.
The chit-chat
FAST COMPANY | “Spotify introduces new excuse for users to tweet about Spotify: Only You”
ENGADGET | “Spotify's 'Only You' feature explains how you really do have weird taste”
THRILLIST | “Spotify's Fun New Wrapped-Like Feature Analyzes Your Music Habits”
MIC | “Spotify has a new kind of Wrapped that LGBTQ+ people will love.”