Spotify’s New ‘Only You’ Campaign Celebrates Individual Music Tastes

‘Only You’ Campaign further sets Spotify apart from its competition.

Spotify recently launched its newest campaign, ‘Only You’, creating a new personalized report about each user’s listening habits, focusing on why this user is unique. It’s similar to ‘Wrapped’, which is released annually in December detailing a year of music listened to. ‘Wrapped’ has long been acknowledged as a brilliant campaign by Spotify and releasing another personalized report in June only further distinguishes the brand from its competition.

The in-app experience begins by emphasizing that of the hundreds of millions of listeners on Spotify, “no one listens quite like you”. It celebrates each user’s unique taste in music by pointing out decades, genres, and combinations of artists listened to that set them apart from the rest. It even creates audio birth charts for those interested in astrology, telling the user they are “astrologically unique”. It uses an algorithm to tell users their top artist, most emotive artist, and recently discovered artist as astrological signs (mine are Taylor Swift, Lorde, and Maude Latour). Astrology is especially popular right now with younger generations, so using it in a personalized campaign is a great way for Spotify to encourage word of mouth.

In addition, Spotify made the experience interactive by having users plan their dream dinner party by choosing three of their top artists. From there it develops personalized playlists of each of these artists updated daily that the user can save to their library. The interaction involved in the campaign increases user engagement and entertainment, making the user feel like a valued customer

People love to share things about themselves and Spotify makes this easy by creating graphics of the information from each individualized report. The user can then upload information about their unique music taste to social media. From there, more and more users will post and talk about Spotify.