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.
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.
To design a campaign that would address the differences in local languages, cultures, and musical tastes across its APAC markets, Spotify turned to ReFUEL4.
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 ReFUEL4’s global talent base to craft relevant and localized ad creatives around these messages. ReFUEL4’s unique strength is access to creative talents from all over the world to execute strong localized designs within short turnaround times.
Data Driven Design
Once ads were submitted, our proprietary neural network, the SHAKA Engine, analyzed and ranked each ad, correlating previous campaign performance, vertical specific data, targeting information and compositional analysis of the ad design. This ranking adds an analytical layer over subjective choice – ads are chosen because they are most likely to perform well.
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.
Facebook’s unmatched targeting and tracking capabilities combined with ReFUEL4’s unique creative flexibility to hit all the right notes, delivering a 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