BRAND
PROJECTS
Global Product EDU Playbook
Team
Bokeh Agency
Doug Smith - ECD
Monica Lo - ACD Art
Lily Bussel - ACD Copy
Tomasz Wysocki - Motion
Your audio.
Your world.
Spotify faced a challenge. The brand had grown but user retention was stalling, a trend evident across global markets. A steep learning curve and a general lack of feature awareness led many new users to lapse within six months. In essence, Spotify’s product marketing and education program did not live up to the brand nor was it scalable or adaptable across markets.
The the global chaos of 2020 is the backdrop, it was THE moment for product marketing to step into the spotlight at Spotify. We developed a modular, global playbook for the product marketing team, designed to educate users worldwide on how to enhance their music experience.
Spotify offers infinite combinations of listening experiences. We leveraged product education as a discovery and inspiration tool, guiding people in creating their unique, personalized audio experiences.
Building a bridge between brand and product
Spotify’s brand, feature awareness, and product education needed to work in tandem to drive tangible user growth and retention. We started by understanding the user journey and studying the performance nuances between markets. By applying these insights to a unified strategic approach, channel mix, and creative platform, our playbook realigned Spotify's product features to the iconic brand’s emotional benefits.
