Spotify
Soundtrack Your Semester
Context
This was a self-initiated project designed to explore Spotify’s potential for data-driven, personalised campaigns. Recognising the role music plays in students’ lives — especially during study sessions — the campaign was built to position Spotify as an essential companion throughout the academic semester.
The Client Problem
Students already use music to study, but Spotify hasn’t fully positioned itself as an academic tool. The opportunity was to integrate Spotify more deeply into student routines, making it part of focus, motivation, and productivity.
Communications Objective
Drive deeper engagement with student audiences by framing Spotify as more than an entertainment app — instead as a personalised tool that supports study and student life.
Target Audience Insight
Students balance heavy workloads and social lives, and often use music to manage mood, energy, and focus. They respond strongly to personalised digital experiences that they can share with peers.
Insight: “If music reflects my study habits and feels made for me, I’ll use it daily and share it with friends.”Reflection
This project demonstrates how Spotify can enhance student life by integrating music into their academic routines. The campaign's success lies in its ability to personalise the user experience, fostering deeper engagement and daily usage among students.
Single-Minded Proposition (SMP)
Spotify makes studying feel more personal, more productive, and more fun.
Mandatories:
Leverage Spotify’s existing data-driven tools
Create personalised, shareable content
Integrate seamlessly into student lifestyles
Format: Data-Driven Digital Campaign
Concept/Tagline: “Soundtrack Your Semester.”
The Creative Challenge
How do we transform Spotify from a background app into an active, personalised study partner that students rely on every day?
My Role
Conceptualised the strategic direction and UX concept for the campaign
Designed “Study Moodboard” templates and playlist mockups
Developed the campaign narrative and engagement strategies to align with student behaviours
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Reflection
This project demonstrates how Spotify can build stronger connections with students by embedding itself into their daily academic routines. The strength of the campaign lies in its personalisation and shareability — turning the study into a more engaging and social experience.
If expanded, I would test campaign mechanics across campuses, partner with universities for targeted student outreach, and integrate rewards for consistent playlist use to further drive engagement.
Execution
Your semester, your soundtrack. 🎧 From all-nighters to caffeine highs, see which artists and genres scored top marks in your study playlist. Share your ‘Soundtrack Your Semester’ story and let the world hear your vibe.
This will be sent to students to post on their Instagram stories.
“What’s your study vibe? Share your ‘Study Moodboard’ — a personalised collage of your go-to tracks, study spots, and energy levels. Perfect for showing friends how you soundtrack success this semester.”
This is a moodboard that students can create to show their study aesthetics on social media.