It worked well to unite Spotify listeners around similar musical and podcast preferences.Īlso, Spotify took their messages over the marquees of American music venues forced to close during the pandemic. Additionally, the Only You creators allowed users to peek at what their favorite artist’s fans were doing. Using in-app features for Only You messages distribution enhanced the emotional bond between Spotify and its listeners.ĭuring the campaign, users could see personal stats around their listening experience (for instance, Your Song Year or Your Topics) and share “a-few-weird-facts-about-me”. On the flip side, there was the idea of belonging to a particular fan group behind the campaign: “You are unique, but you are not alone.” (Motivation coaches are applauding now.) Spotify used the in-app experience of the users to make them stand out from the crowd. Only You was launched in June to celebrate odd listening habits.

It helps the brand to prepare individualized campaigns based on their users’ interests. Since 2008 Spotify has learned its audience in and out. By signing up I agree to the Terms of Use and Privacy Policy 2021: 'Only You'

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