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Spotify
It fits your Vibe
Task: Create a series of timeline ads to drive sign-ups for Spotify’s 3-month free trial through playful, scroll-stopping visuals that feel light, seasonal, and emotionally resonant — not overly techy or product-focused
For this project, I leaned into a playful, emotionally-driven approach to performance marketing. I created soft gradients, pastel colour palettes, and whimsical 3D icons to craft visuals that feel warm and mood-focused. Each version tells a light, visual story — drawing from seasonal cues and nostalgic references to position Spotify as part of everyday life. These ads are designed as brand-first moments — soft, relatable, and memorable — reinforcing the core message: Spotify fits your vibe — and it’s free to try.
Strategy
Reach and reward
Question: How do we make sure this reaches the target audience?
For this campaign, I created 12 short-form video assets for Spotify’s Free for 3 Months offer, each with a corresponding static version for A/B testing . The videos use subtle motion and muffled audio to create scroll-stopping impact, while the static versions deliver quick visual clarity.
Using Spotify’s first-party data, I can create custom and lookalike audiences on Meta Ads Manager based on app users, site visitors, and past subscriber behaviour. Current Premium users will be excluded from the campaign using suppression lists, ensuring the offer only reaches eligible audiences. I’ll create structured A/B testing across creative variables — nostalgic vs. seasonal visuals, video vs. static performance, and varying opening frames — to identify which combinations drive the strongest engagement and trial conversions.
Conversions are the primary objective, with early signals measured through engagement and CTR. A retargeting flow is in place to re-engage users who interact but don’t convert, using urgency-led messaging that escalates as the campaign progresses. The overall strategy is performance-led, brand-aligned, and built to maximise trial sign-ups while minimising spend inefficiencies.
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