The primary challenge was low awareness of the Spotify Premium Student plan and its eligibility process, despite a clear market opportunity. With Spotify being one of the only music streaming platforms offering a student discount in Nigeria, the task was to generate demand from students who did not actively expect discounted subscription services, while also setting up long-term premium adoption beyond student life.
We executed a sustained, two-phase 360 campaign targeting students across Nigeria. Phase one focused on awareness and product education, clearly communicating the value of Spotify Premium Student and how to access it. Phase two shifted toward acquisition, capturing demand through offer-led messaging. Both phases ran concurrently across digital marketing, influencer partnerships, campus murals, onsite activations, and radio, with messaging adapted to the campaign objective at each stage.
We created a wide range of creative assets for deployment across both digital and offline platforms, ensuring consistent visibility throughout the campaign period. In addition, we designed branded merchandise, stickers, and brown bag packaging to support Spotify Premium’s partnership with Chowdeck, a food company, extending the campaign into everyday student experiences and reinforcing the Premium Student proposition through high-frequency, real-world touchpoints.
These shifts translated into measurable improvements:
Reached over 10 million students and youth audiences nationwide through combined digital media, influencer content, OOH, campus murals, radio, and partnership touchpoints.
Delivered a 3.4x increase in awareness of the Spotify Premium Student plan among students, with significant improvement in understanding of eligibility and sign up steps.
Drove a 41% increase in Student plan sign ups during the campaign period compared to the previous quarter, positioning Premium Student as a key acquisition funnel.
Contributed to a 28% uplift in first time Premium subscriptions among Gen-Z users, strengthening Spotify’s long term premium adoption pipeline beyond student life.
