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Premium Mini

Spotify

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Integrated Digital Media Strategy:

Facebook & Google Ads

Group: M8-Spotify 9

​

Abhinandan Khajuriya

Prince Chourasiya

Dharini Rathod

Ayushi Raj

​

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Brief and Overview

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  • Spotify’s new premium package called- Premium Mini Rs 7/day or 25/week.
  • Brand’s Marketing Objective: Drive Awareness(about new premium package), Consideration and(Music listener who don’t have premium membership) Conversion(Convert existing and potential customer to subscribe).
  • Budget & Timeline: 4cr for a 2 months long campaign
  • Landing Page: https://www.spotify.com/in-en/plan/mini/
  • Asset in hand: 30 sec master TVC (open to take other creatives if required)

​

Brief :

​

​

Reference: Rough Worksheet

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  • The Indian Music market consist of around 200 million user who listen to music across different platform mostly on Youtube.
  • The market is dominated by popular streaming platforms like Gaana, Saavn, Wynk, etc who have distributed a large amount of audience among themselves.
  • As a diverse nation India is, the audience present over here changes with gender, behaviour, age groups, cities and states.
  • So the problem spotify is facing as a business is to tap into this diverse audience and create audience segments that can provide revenue generation opportunities to them.

Overview: Spotify Business Problem

​

​

Reference: Rough Worksheet

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Business Objective

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BUSINESS OBJECTIVE :

  • Spotify objective is to create awareness and consideration with the focus on generating conversion for the Premium Mini pack they are offering as a service.
  • Spotify wants to target wider audience at upper funnel level and will further target relevant audience at lower funnels to drive conversion goals.

COMMUNICATION :

  • We want to convince our super consumer that money and network will not act as barrier for them to enjoy their precious life events.

​

Spotify: Objectives & Communication

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​

Reference: Rough Worksheet

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Spotify: Objectives & Communication

Consideration

​

Convince the consumer to consider our

product over our competitors> talk about the USP and benefits of our product/service.

​

Conversion

To drive subscription of our product and build

brand loyalty in the mind of consumer.

We will be targeting wider audience groups in the awareness part of the campaign and will be showcasing the features of our product through our different awareness campaigns.

​

​

To create awareness about the product

Reference: Rough Worksheet

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Target Group

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Target Group :

Types of segmentation

Segmentation criteria

Spotify target segment

Geographic

Region

Pan India

Demographic

Age

18 to 34

Gender

Males & Females

Income

No preference

Occupation

Students, Employees, Professionals

Behavioral

Degree of Loyalty

Purchase behaviour, Engaged shoppers,

Frequent travellers

Benefits sought

Cost benefits, time efficiency

Personality

Easygoing & Careless

User Status

Potential & regular music listener

Reference: Rough Worksheet

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Timeline

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Timeline: Facebook & Google

​

​

Facebook

weak 1

weak 2

weak 3

weak 4

weak 5

weak 6

weak 7

weak 8

Awareness

Video Views

​

​

​

​

Consideration

​

Video Views

​

​

​

Conversion

​

​

Conversion

Google

weak 1

weak 2

weak 3

weak 4

weak 5

weak 6

weak 7

weak 8

Awareness

Product Consideration>Video>Skippable

​

​

​

​

​

Consideration

​

Product Consideration>Video>Skippable

​

​

​

Conversion

​

​

Sales>Video>Trueview>Skippable

​

​

Sales>display(retargeting consideration trueview video viewers)

Sales_Search

Reference: Rough Worksheet

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Budget Split

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Platform-level Budget Split :

​

​

​

Reference: Rough Worksheet

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Brand Objective-level Budget Split :

​

​

Facebook:

Objective-level Budget split

Google:

Objective-level Budget split

Reference: Rough Worksheet

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Facebook Ads

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Facebook Campaign Structure & Strategy

​

Brand

Objective

Campaign

Objective

Ad-Sets

Targeting/Audiences

Audience Exclude

Awareness

Video Views

Ad Set-1

Age: 18-34; Location: India; Gender: all; Interest and behaviors related to Music, Podcasts, and Headphones brands.

-

Ad Set-2

Age: 18-34; Location: India; Gender: all; Interest in competitor brands like Gaana, Saavn, etc

Adset-1 audience

Consideration

Video Views

Ad Set-1

Retargeting People who seen our Thru Play video ad in Awareness Campaign.

-

Ad Set-2

Non-Subscribers(All Spotify users excluding Subscribers)

Adset-1 audience

Ad Set-3

1% Lookalike of Subscribers

Adset-1 & 2 audiences

Conversion

Conversions

Ad Set-1

Retargeting People who seen our Thru Play video ad in Consideration Campaign.

-

Ad Set-2

Custom Audience of Non-Subscribers

Adset-1 audience

Ad Set-3

1% Lookalike of Video viewers &

1% Lookalike of Subscribers

Adset-1 & 2 audiences

Reference: Rough Worksheet

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FB Awareness Campaign :

​

​

Campaign Objective

Video Views

Campaign Name

Spotify_Awareness_Video Views

Bidding Strategy

Lowest cost

Budget

₹72,00,000

Optimization

Thru Play views

KPIs

VTR and CPV

Ad Sets

​

​

​

Adsets-1

Core Audience

Age: 18-34; Location: India; Gender: all; Interest and behaviors related to Music, Podcasts, and Headphones brands.

​

Adsets-2

Core Audiences

interested in competitor brands

Age: 18-34; Location: India; Gender: all

Exclude:

Adset -1 Audience

Communication:

Conveying the features of Premium Mini plan by different 15 sec video creatives.

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Reference: Rough Worksheet

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FB Consideration Campaign :

​

​

Campaign Objective

Video Views

Campaign Name

Spotify_Consideration_Video Views

Bidding Strategy

Lowest cost

Budget

₹63,00,000

Optimization

Thru Play views

KPIs

VTR and CPV

Ad Sets

​

​

​

Adsets-1

Retargeting People who seen our Thru Play video ad in Awareness Campaign.

Adsets-2

Custom Audience of Non-Subscribers

Exclude:

Adset -1 Audience

Adsets-3

1% Lookalike of Subscribers

Exclude:

Adset -1 &2 Audience

Communication:

Conveying the benefits of Premium Mini plan by different 15 sec video creatives.

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Reference: Rough Worksheet

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FB Conversion Campaign :

​

​

Campaign Objective

Conversions

Campaign Name

Spotify_Website_Conversion

Bidding Strategy

Lowest cost

Budget

₹45,00,000

Optimization

Conversion Value

KPIs

Primary: ROAS; Secondary: Conversions and CPA

Ad Sets

​

​

​

Adsets-1

Retargeting People who seen our Thru Play video ad in Consideration Campaign.

Adsets-2

Custom Audience of Non-Subscribers

Exclude:

Adset -1 Audience

Adsets-3

1% Lookalike of ThruPlay & 1% Lookalike of Subscribers

Exclude:

Adset -1 &2 Audience

Communication:

Showcasing the different plans offered by the spotify to push the customer down the funnel.

Ad Creative:

Static images

Ad Creative:

Static images

Ad Creative:

Static images

Reference: Rough Worksheet

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FB Ad Creatives:

Reference: Rough Worksheet

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Display & Youtube Ads

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Display & YouTube Campaign Structure:

Objective

Platform

Budget

Bidding Strategy

Targeting

Awareness

(Product & Brand Consideration)

YouTube

INR

66,00,000

Maximize CPV

Ad group-1: In-market & Affinity Audience

Ad group-2: Placement Targeting (Youtube channels & videos related to music)

Ad Group-3: Custom Audience of Non-subscribers + Similar audience

Consideration

(Product & Brand Consideration)

YouTube

INR

44,00,000

Maximize CPV

Ad group 1: Keyword Targeting

Ad group 2: Retargeting Video Viewers

Ad Group-3: Similar audience of Subscribers

Conversion

(Sales)

YouTube

INR

35,00,000

Maximize Conversion Value

Ad group-1: Retargeting Video Viewers

Ad group-2: Custom Audience of Non-subscribers

Ad group-3: Similar audiences of subscribers

Display

INR

30,00,000

Maximize Conversion Value

Ad Group-1: Retargeting Video Viewers

Ad Group-2: Retargeting Website visitors

Reference: Rough Worksheet

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Awareness Campaign (Youtube)

Campaign Objective

Product and Brand Consideration

Campaign Type

Video (Skippable In-stream)

Platform

YouTube

Bidding Strategy

Maximize CPV

Budget

₹66,00,000

KPIs

VTR & CPV

Ad Groups

​

​

​

Ad Group - 1

(In-market & Affinity Audience)

Ad Group - 2

Placement Targeting (Youtube channels & videos related to music)

Exclude:

Ad Group-1 Audience

Ad Group - 3

Non-subscribers & Similar audience of non-subscribers

Exclude:

Ad Group-1 & 2 Audience

Communication:

Conveying the Features of Premium Mini plan by 30 sec master TVC(asset in hand).

Ad Creative:

30 sec Video

Ad Creative:

30 sec Video

Ad Creative:

30 sec Video

Reference: Rough Worksheet

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Consideration Campaign (Youtube)

Campaign Objective

Product and Brand Consideration

Campaign Type

Video (Skippable In-stream)

Platform

YouTube

Bidding Strategy

Maximize CPV

Budget

₹44,00,000

KPIs

VTR & CPV

Ad Groups

​

​

​

Ad Group - 1

(Keyword Targeting)

Related to Music & Podcast

​

​

Ad Group - 2

Retargeting of True view viewers

Exclude:

Ad Group-1 Audience

Ad Group - 3

Similar audience of subscribers

Exclude:

Ad Group-1 & 2 Audience

Communication:

Conveying the benefits of Premium Mini plan by different 15 sec video creatives.

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Reference: Rough Worksheet

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Conversion Campaign (Youtube)

Campaign Objective

Sales

Campaign Type

Video (Trueview for Action)

Platform

YouTube

Bidding Strategy

Maximize Conversion value

Budget

₹35,00,000

KPIs

ROAS & Conversions

Ad Groups

​

​

​

Ad Group - 1

Retargeting Video Viewers of consideration Campaign

Exclude:

Subscribers

​

Ad Group - 2

Non-subscribers(All users - Subscribers)

Exclude:

Ad Group-1 Audience

& Subscribers

​

​

Ad Group - 3

Similar audience of subscribers

Exclude:

Ad Group-1 & 2 Audience

& Subscribers

​

​

Communication:

Showcasing the different plans offered by the spotify to push the customer down the funnel.

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Ad Creative:

15 sec Video

Reference: Rough Worksheet

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Conversion Campaign (Display)

Campaign Objective

Sales

Campaign Type

Display

Platform

Google Display Network

Bidding Strategy

Maximize Conversion Value

Budget

₹30,00,000

KPIs

ROAS & Conversions

Ad Groups

​

​

​

Ad Group - 1

Retargeting Video Viewers of consideration Campaign

Exclude:

Subscribers

​

Ad Group - 2

Retargeting Website visitors

Exclude:

Ad Group-1 Audience

& Subscribers

​

​

Communication:

Showcasing the different plans offered by the spotify to push the customer down the funnel.

Ad Creative:

Images & Gifs

Ad Creative:

Images & Gifs

Reference: Rough Worksheet

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Targeted Audiences in different campaigns:

Audience Targeting

Affinity Audience

Affinity segments Media & Entertainment Music Lovers

Media & Entertainment > Music Lovers Country Music Fans, Technology Social Media Enthusiasts

Affinity: other podcasts cancel Latest Music Releases, Studying and Concentration Music, Love Songs cancel radio songs, Popular Music, TV Music, New Music, Music on YouTube, New Songs, Music Playlists

​

In-Market

Interests & detailed demographics>People based on their interests, life events, or detailed demographics Upbeat Music

In-market>Feel Good Music

In-market: other>New Songs In-market: other > New Music, TV Music, Music Streaming Services, Country Music Fans Affinity segment , Pop Music Fans Affinity segment, Rock Music Fans Affinity segment

In-market: The Sound of Music, Apple Music, Songs cancel MP3

Content Targeting

Keywords

Spotify, Premium Mini, Spotify Premium Mini, Introducing Premium Mini, Pick your Premium Spotify, Spotify music, uninterrupted music, Spotify membership, spotify stream, music spotify, song spotify, account spotify, spotify family account, spotify plans, spotify monthly, spotify price, spotify deal, spotify upgrade, spotify family, spotify unlimited, free premium spotify, how to subscribe to spotify, Spotify Student Premium, Spotify Premium plans, spotify offers

Placement

YouTube videos and channels: 20

YouTube channel>Emiway Bantai, Badshah, Yo Yo Honey Singh, Zee Music Classic, Zee Music Company, Himesh Reshammiya Melodies, DIVINE, Geet MP3, bindass, Tips Official, Mastiii, B4U Music, 9XM, MTV, Sony Music India, Eros Now Music, Desi Music Factory, Lahari Music | T-Series, T-Series Apna Punjab, T-Series

Reference: Rough Worksheet

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Display & YouTube Ad Copies:

​

​

Headlines

Premium Mini - Spotify

Get Premium Mini Your Way

Introducing Premium Mini

Listen without Network

One-Time Plans Available

Long headline

Spotify is all the music you’ll ever need

Descriptions

Play Any Song, No Interruptions. Premium Mini - Spotify (in) Introducing Premium Mini

Enjoy ad-free music only on your Spotify with Premium Mini Pack

Hear the Music You Love without Ads on Mobile. Listen without Network

One-Time Payments; No Credit Card Needed

Reference: Rough Worksheet

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YouTube Ad Creatives:

Reference: Rough Worksheet

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Display Ad Creatives:

​

Reference: Rough Worksheet

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Google Search Ads

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Search Ads : Campaign Structure

​

Theme

Campaign

Budget

Bidding Strategy

KPI

Brand

Brand_Exact_New

INR 7,20,000

Target Impression share

Impression Share

Brand_Phrase_New

INR 10,80,000

Target Impression share

Impression Share

Brand_Exact_RLSA

INR 288000

Maximize Conversion

CPA and Conversions

Brand_Phrase_RLSA

INR 432000

Maximize Conversion

CPA and Conversions

Competitor

Competitor_Exact_New

INR 5,40,000

Maximize Conversion Value

ROAS and conversions

Competitor_Phrase_New

INR 8,10,000

Maximize Conversion Value

ROAS and conversions

Competitor_Exact_RLSA

INR 288000

Maximize Conversion Value

ROAS and conversions

Competitor_Phrase_RLSA

INR 432000

Maximize Conversion Value

ROAS and conversions

Generic

Generic_Exact_New

INR 216000

Maximize Conversion

CPA and Conversions

Generic_Phrase_New

INR 324000

Maximize Conversion

CPA and Conversions

Generic_Exact_RLSA

INR 144000

Maximize Conversion

CPA and Conversions

Generic_Phrase

INR 216000

Maximize Conversion

CPA and Conversions

Reference: Rough Worksheet

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Search Ads: Campaign-level Budget Split

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: Brand_Exact_New

Spotify_Brand_Exact_Music Player

[spotify student]

[spotify website]

[spotify music player] etc.

​

Spotify_Brand_Exact_Premium

[spotify premium]

[spotify premium student]

[premium mini], etc.

​

Spotify_Brand_Exact_Podcast

[Spotify podcast]

[best podcasts on Spotify]

[JRE Spotify] etc.

​

Spotify: Brand_Phrase_New

Spotify_Brand_Phrase_Music Player

"Spotify student"

"Spotify music"

"Spotify to mp3" etc.

[spotify student]

[spotify to mp3]

[spotify music] etc

Spotify_Brand_Phrase_Premium

"Spotify premium"

"Spotify premium student"

"spotify mini player" etc.

[spotify premium]

[spotify premium student]

[spotify mini player] etc

Spotify_Brand_Exact_Podcast

"spotify podcast"

"best podcasts on spotify"

"jre spotify" etc.

[Spotify podcast]

[best podcasts on Spotify]

[JRE Spotify] etc

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: Brand_Exact_RLSA

Spotify_Brand_Exact_Music Player

[spotify student]

[spotify website]

[spotify music player] etc.

​

Spotify_Brand_Exact_Premium

[spotify premium]

[spotify premium student]

[premium mini], etc.

​

Spotify_Brand_Exact_Podcast

[Spotify podcast]

[best podcasts on Spotify]

[JRE Spotify] etc.

​

Spotify: Brand_Phrase_RLSA

Spotify_Brand_Phrase_Music Player

"Spotify student"

"Spotify music"

"Spotify to mp3" etc.

[spotify student]

[spotify to mp3]

[spotify music] etc

Spotify_Brand_Phrase_Premium

"Spotify premium"

"Spotify premium student"

"spotify mini player" etc.

[spotify premium]

[spotify premium student]

[spotify mini player] etc

Spotify_Brand_Exact_Podcast

"spotify podcast"

"best podcasts on spotify"

"jre spotify" etc.

[Spotify podcast]

[best podcasts on Spotify]

[JRE Spotify] etc

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: generic_Exact_New

Spotify_Generic_Exact_Hindi Songs

[new hindi song]

[bollywood hindi songs]

[latest hindi songs] etc

​

Spotify_Generic_Exact_DJ Song

[hindi dj remix songs]

[hindi songs dj]

[bollywood dj song] etc

​

Spotify_Generic_Exact_Music Player

[android music player]

[best music player]

[mp3 player for pc] etc

​

Spotify: generic_Phrase_New

Spotify_Brand_Phrase_Music Player

“Spotify_Generic_Exact”

"best music player for android"

"android music player" etc

[music player]

[best music player for android]

[android music player] etc

Spotify_Brand_Phrase_Hindi Song

"bollywood song"

"hindi song"

"new Hindi song" etc

[bollywood song]

[hindi song]

[new hindi song] etc

Spotify_Brand_Phrase_DJ Song

"hindi songs dj"

"hindi dj remix songs"

"bollywood dj song" etc

[hindi dj remix songs]

[hindi songs dj]

[bollywood dj song] etc

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: generic_Exact_RLSA

Spotify_Generic_Exact_Hindi Songs

[new hindi song]

[bollywood hindi songs]

[latest hindi songs] etc

​

Spotify_Generic_Exact_DJ Song

[hindi dj remix songs]

[hindi songs dj]

[bollywood dj song] etc

​

Spotify_Generic_Exact_Music Player

[android music player]

[best music player]

[mp3 player for pc] etc

​

Spotify: generic_Phrase_RLSA

Spotify_Brand_Phrase_Music Player

“Spotify_Generic_Exact”

"best music player for android"

"android music player" etc

[music player]

[best music player for android]

[android music player] etc

Spotify_Brand_Phrase_Hindi Song

"bollywood song"

"hindi song"

"new Hindi song" etc

[bollywood song]

[hindi song]

[new hindi song] etc

Spotify_Brand_Phrase_DJ Song

"hindi songs dj"

"hindi dj remix songs"

"bollywood dj song" etc

[hindi dj remix songs]

[hindi songs dj]

[bollywood dj song] etc

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: Competitor_Exact_New

​

Spotify_ Competitor_Exact Download

[amazon music mp3 downloads]

[jio saavn apk download]

[amazon music downloads], etc.

​

Spotify_Competitor_Exact_Price

[amazon music subscription]

[amazon prime music login]

[amazon music online],etc

​

Spotify_Competitor_Exact_Music

[jiosaavan price],

[amazon music free],

[amazon music price],etc

​

Spotify: Competitor_Phrase_New

Spotify_ Competitor_Phrase_Download

"amazon music mp3 downloads"

“jio saavn apk download”

"jio saavn apk download" etc.

[amazon music mp3 downlods]

[jio saavn apk download]

[amazon music downloads, etc.

Spotify_Competitor_Phrase_Price

"amazon music subscription"

"amazon prime music login"

"amazon music web player", etc.

[amazon music subscription]

[amazon prime music login]

[amazon music web player], etc

Spotify_Competitor_Phrase_Music

"jiosaavan price"

"amazon music free"

"amazon music price" etc.

[jiosaavan price]

[amazon music free],

[amazon music price],etc

Reference: Rough Worksheet

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Search Ads : Ad Groups

​

​

Campaign

Ad groups

Targeted Keywords

Negative keywords

Spotify: Competitor_Exact_RLSA

​

Spotify_ Competitor_Exact Download

[amazon music mp3 downloads]

[jio saavn apk download]

[amazon music downloads], etc.

​

Spotify_Competitor_Exact_Price

[amazon music subscription]

[amazon prime music login]

[amazon music online],etc

​

Spotify_Competitor_Exact_Music

[jiosaavan price],

[amazon music free],

[amazon music price],etc

​

Spotify: Competitor_Phrase_RLSA

Spotify_ Competitor_Phrase_Download

"amazon music mp3 downloads"

“jio saavn apk download”

"jio saavn apk download" etc.

[amazon music mp3 downlods]

[jio saavn apk download]

[amazon music downloads, etc.

Spotify_Competitor_Phrase_Price

"amazon music subscription"

"amazon prime music login"

"amazon music web player", etc.

[amazon music subscription]

[amazon prime music login]

[amazon music web player], etc

Spotify_Competitor_Phrase_Music

"jiosaavan price"

"amazon music free"

"amazon music price" etc.

[jiosaavan price]

[amazon music free],

[amazon music price],etc

Reference: Rough Worksheet

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Headlines:

  • Spotify Premium Pack
  • Spotify Mini Pack
  • Spotify premium Mini Plan
  • Premium Mini Plan
  • 7 days & 25 week Plan
  • Daily and Weekly Premium plan
  • Affordable Packages Song
  • Best Prices Premium Pack
  • Premium Pack Subscription
  • Spotify Premium mini pack
  • Get your premium mini
  • Spotify mini premium
  • Premium mini spotify
  • Premium Mini
  • Spotify Premium Mini

​

Descriptions:

  • One-Time Plans for 1 Day or 1 Week.
  • Ad-free music listening on a mobile all time.
  • We have an offer of Rs 7 for the 1-day plan and Rs 25 for the 1-week premium plan
  • Spotify is all the music you’ll ever need.

​

Search Ads Copies :

​

​

Reference: Rough Worksheet

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Search Ads : Ads

​

​

Reference: Rough Worksheet

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Search Ads : Extensions

​

​

Reference: Rough Worksheet

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Thank You

  • Abhinandan Khajuria
  • Prince Chourasiya
  • Dharini Rathod
  • Ayushi Raj

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