Spotify
CASE STUDY
Spotify案例研究
2,800+
高级用户
$182,000
月收入
$65
每用户成本
11.5x
广告支出回报率
Company
Spotify
Campaign Type
用户获取
Industry
音乐和音频流媒体
Case Timeline
75天
Strategy
通过定制受众优化和专注于订阅的重定向，针对现有用户群和相似受众来推动高级转化。
活动概述
全球音乐流媒体平台Spotify寻求将免费用户转化为高级订阅，同时吸引寻求增强音频体验的新音乐爱好者。在75天内，活动预算为$182K，针对全球市场的音乐爱好者、播客听众和音频内容消费者。
策略
Spotify利用Blockchain-Ads在全球市场扩展其高级订阅者基础，同时强调个性化音乐发现和无广告收听体验。
- 受众定位：针对SaaS订阅者和AI工具用户，旨在触达熟悉基于订阅的数字娱乐平台和高级内容服务的受众。
- 创建定制受众细分：利用第一方受众通过高级转化活动重新吸引现有免费用户，并使用相似受众寻找类似的高价值音乐流媒体潜在客户。
- 广告创意策略：开发个性化内容，展示Spotify的推荐算法、Discover Weekly功能和独家播客内容，以展示高级订阅价值主张并与竞争对手区分开来。
- 活动优化：在人口统计细分中实施A/B测试以最大化转化率，同时强调无广告收听优势和移动用户的离线下载功能。
Results
- 总展示次数：音乐和娱乐平台上3,890万次
- 总转化次数：2,800次已验证的高级订阅转化
- 总收入：产生每月经常性订阅收入$182,000
Why It Worked
- 定制受众策略：利用第一方受众确保活动触达最有可能转化为高级订阅的现有用户，最大化转化效率和生命周期价值。
- 相似受众扩展的卓越性：利用基于高价值高级订阅者的相似受众能够发现相似的音乐爱好者，在保持转化质量的同时扩大可触达的受众。
- 熟悉订阅的定位：一般订阅者定位触达已经熟悉数字订阅模式的受众，减少了入门摩擦，并显著提高了试用到付费的转化率。
Conclusion
Spotify的高级订阅者获取活动展示了通过第一方和相似受众定位优化策略进行的有效定制受众营销。现有用户重新参与和相似受众扩展的结合在建立参与的音乐社区的同时实现了卓越的转化。这种方法证明，音乐流媒体平台可以通过利用现有用户洞察和行为模式的数据驱动受众策略来推动订阅增长。
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