Seed Marketing

Case Study – Spotify 2014/2015 Student Programme


What the Client says:

“Seed head-up Spotify’s UK student strategy and activation and the results really do speak for themselves. As an agency, they have over-delivered on measurable results and as a team, they have always gone the extra mile. Their extensive knowledge of the Student demographic was clear from the start and as such, they are a pleasure to work with; positive, intuitive and extremely capable”.
Spotify Head of Marketing, UK + Benelux

The Brief:

After a triumphant 2013/2014, Spotify re-commissioned Seed to continue their massively successful student campaign into the 2014/2015 academic year. The overarching task was simple:

Get more students listening to more music on Spotify.

The Campaign:

Seed trained 50 SBMs from Unis across the country to achieve a multi faceted, year long campaign that included:

We’re Here Freshers Bus Tour– a 20 date bus tour of the UK, visiting the best Fresher Fairs.

Hello Freshers – Surprising and delighting students in their halls of residence with everything they needed to get the party started in those important first few weeks of Uni.

Spotify Sound Clash – a nationwide, inter-uni playlist battle of epic proportions.

Spotify Secret Social – The culmination of the student campaign. One epic night of music, discovery and partying at a mystery location after dark.

The Outcome:

310,000 students directly experienced a part of the campaign
1.2 million student reached
Reach and Impact organically extended beyond target universities
More students listening to more music on Spotify

Seed Marketing are proud to be currently taking the UK Spotify student program into its third successful year in 2015/2016.

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