Pitch Strategies Tactics Research January 2023

Launch of Spotify
Audiobooks
Campaign

Spotify
Contents Meet team Mejja 03
The Challenge 04
Secondary Research 08
Primary Research 12
Manifesto 21
Strategy 1 and Tactics 22
Strategy 2 and Tactics 31
Conclusion  38
Meet Team Mejja
Background Research Strategies Tactics

Playing Next: The Challenge

The Challenge Background Research Strategies Tactics

While a majority of Gen Zers choose

Spotify, they continue to perceive the
platform as a strictly music streaming
destination and listen to audiobooks
elsewhere.

Playing Next: Campaign Goals

 Background Research Strategies Tactics

Campaign Goals
Introduce Gen Zers to Spotify

1
Audiobooks with an interactive
campaign, engaging with them through
bold OOH and digital activations.
Put Spotify on its way to becoming
2
"The World's Audio Network”, the
destination for all types of audio.
Playing Next: Research
 Background Research Strategies Tactics

Research

Playing Next: Market Research

 Background Research Strategies Tactics

Research Objective 1: Identify Gen Zer's current relationship with Spotify.

Research Objective 2: Discover what factors motivate Gen Zers to listen to audiobooks in
addition to other forms of audio.
Research Objective 3: Determine when Gen Zers choose to listen to audiobooks.
Research Objective 4: Determine what type of campaign would resonate with Gen Zers. 

Market Research Objectives

Playing Next: Secondary Research
 Background Research Strategies Tactics

Secondary
 Background Research Strategies Tactics

Secondary Methodology
Twenty-five scholarly articles from credible websites and databases were analyzed.
These articles addressed topics such as Zers listening habits, popular audiobook
genres, and background on Spotify.
Secondary research provided a more holistic picture of Spotify as a brand. It also
allowed for a greater understanding of how Spotify is currently positioned in the
audiobook market, and what factors could be impacting listenership within Gen Zers.

Playing Next: Secondary Research Findings

 Background Research Strategies Tactics

Secondary Research Findings

Gen Zers passively listen to audiobooks.
Gen Zers seek out opportunities to build communities across
digital platforms such as TikTok, Instagram and Snapchat.
Gen Zers overwhelmingly lean toward personality-based
content & self-expression.
Gen Zers access audio content to improve their mental
health.

Playing Next: Insights

 Background Research

Insights
Strategies Tactics

1 47% of Gen Zers said they've joined a digital community, such as a

subreddit or Discord.

2 63% of Gen Zers consider audio a mental health resource, while 67%
use audio to cope with stress and anxiety.

3 71% of Gen Zers said they listen to at least one music artist or podcast
that others would find obscure, to explore new identities or sides to
themselves.

4 More than 74% of Gen Zers say they spend their free time online. 66% of
Gen Zers report using more than one internet-connected device at a
time.
Playing Next: Primary Research
Background Research Strategies Tactics

Primary
 Background Research Strategies Tactics

Primary Methodology
25 one-on-one interviews were conducted. These interviews proved to be extremely helpful in
determining Gen Z’s attitudes and opinions toward audiobooks, and their reasoning for selecting a
platform.
These interviewees represented a wide demographic of race, gender, and age, with the goal of trying
to be as representative of Gen Z as possible.

Playing Next: Demographics

Demographic Background Research Strategies Tactics

Breakdown
Demographic Background Research Strategies Tactics

Breakdown
Demographic Background Research Strategies Tactics

Breakdown

Playing Next: Primary Research

Findings
 Background Research Strategies Tactics

Primary Research Findings

Gen Zers perceive Spotify as a platform solely for music and
podcasts.
Zers listen to audiobooks because it allows for passive
listening, giving them more time to gain knowledge or be
amused while completing a second activity such as
commuting, cooking, exercising, or working.
Gen Zers prefer cost-effective streaming
platforms that offer a large content library.
Zers respond to authentic short-form targeted content
that includes aspects of personalization.

Playing Next: Insights

Insights Background Research Strategies Tactics

1"I listen to audiobooks for entertainment and escape. It's fun to listen
and pay attention to something different than the screen. I feel like I
accomplished something and don't feel guilty about not reading."

2"I like the audio aspect because it is good for multitasking, and is a
good background noise while doing boring tasks."

3"Spotify definitely needs to advertise it [audiobooks] better and do

something different than other platforms."

4"Price is important, and if an audiobook was endorsed by an existing

podcaster or celebrity that I like, I would be more likely to listen to it."

Playing Next: Buyer Persona

Buyer Persona
Name: Emily Tommasiello
Gender: Female
Age: 19
Education: Freshman at Colgate
Hometown: Brooklyn, New York
Description
Emily is a Gen Zer, navigating her first year of college. She spends her time
studying, working a part-time job, and hanging out with her friends. She has a
busy social life, but likes to take time for herself, and pursue her interests. For
her, audiobooks are a way to explore, relax, and connect with new
communities. She discovered audiobooks through school but now listens to
them weekly while completing her daily tasks.
Goals
-Get a high-paying job after college
-Maintain healthy relationships
-Learn new tasks
Challenges
-Short attention span and loses focus easily
-Doesn't have enough time to get everything done
Social Media Channels
Tik Tok, Instagram, YouTube, and Snapchat
Playing Next: The Campaign
#Book
Playing Next: Manifesto
Manifesto
Name something harder than getting members of Gen Z away from their screen. Let's face it, Gen Zers are
fiercely protective of their time and their tech. Zers like to be doing a million things— and they like to be
doing them all at once. For them, missing even a single beat in their day isn't an option.
This generation of digital natives also places a significant value on community, they build their
communities everywhere — both in person and online.
While individuality is a priority for Gen Zers, there's one thing they have in common: a passion for stories.
They love to read them, tell them and share them. But, with such busy lives, sitting down to read a
physical book just isn't happening. So, what's the solution?
If Gen Zers can't fit reading into their day, let's bring the books to them in a way that fits into their
multitasking, community-building lives. Let's do it with Spotify Audiobooks.
By doing this, Gen Zers can enjoy stories at the same time they're out for a run, on a road trip with friends,
grocery shopping, or cleaning their room. They don't have to choose between reading and doing, both
can happen at the same time. It's no longer about "reading or." With Spotify Audiobooks, it's all about
#BookAnd.
Playing Next: Strategies
 Background Research Strategies Tactics

Strategy 1
Strategy 1 Background Research Strategies Tactics

Raising awareness about Spotify's

audiobook offerings among new and
existing Spotify users.
Using a two-part, out-of-home
activation.
Playing Next: Tactic 1
Tactic 1 Background Research Strategies Tactics

Let's create an AR activation across NYC

Customer Journey
1. A Spotify poster is identified.
2. Snapchat is opened and pointed at
the poster.
3. The augmented reality activation
appears.
Why Snapchat?
Interactive Entertainment AR Lenses are found to
boost memorability (+9%) and brand perception —
people in the middle of the purchase journey see the
brand as more innovative (+9%) and those at the end
see it as unique (+8%).
90% of Gen Zers report using Snapchat as a platform.
250M Snapchatters engage every day.
Tactic 1 Background Research Strategies Tactics
Tactic 1
Listen More, Live More – #BookAnd with
Spotify Audiobooks

Design with headphone

Tactic 1 Background Research Strategies Tactics

https://vimeo.com/497694489

60% of Gen Z
consumers said
that AR
experiences feel
more personal and
50% Gen Z would
be more likely to
pay attention to an
ad that uses AR.
Tactic 2
Let's BookAndMunch
with UberEats
People who order UberEats will be given a UberEats x Spotify partnership bag with a sticker on it
that has a code to an audiobook on the platform
Why UberEats? Because 63% of young adults use a third-party delivery app to order food (in the
past week)
The Uber driver is able to select the sticker:
You’re not hungry, you’re lonely- 10 minutes to a mental health audiobook on us
Eat your food before your food eats you - 10 minutes to a horror audiobook on us
Dinner for two? Add a little spice to your Uber eats -10 minutes to a romance audiobook on us
Snack guilt free. Indulge in the drama. - 10 minutes to a drama audiobook on us
"I promise I didn't take a fry" - 10 minutes of a mystery audiobook on us
 Background Research Strategies Tactics

Strategy 2
Strategy 2 Background Research Strategies Tactics

Getting both new and existing users excited about

Spotify's audiobook offering.
A month-long experiential and digital hashtag
activation.

Playing Next:
Competition
Tactic 1 Background Research Strategies Tactics

New York City, Boston, Miami, Austin,Seattle, Chicago, and Los Angeles
#BookAndCommute #BookAndTravel #BookAndRest
#BookAndStudy #BookAndSkateboard #BookAndTuft
#BookAndTan #BookAndThrift #BookAndPlay
#BookAndCook #BookAndMunch #BookAndBraid
#BookAndEatTakeout #BookAndCode #BookAndSnap
#BookAndSelfCare #BookAndWalk #BookAndGrub
#BookAndDunk #BookAndGroove #BookAndPractice
#BookAndMoveOn #BookAndShop #BookAndWork
#BookAndSip #BookAndChillax #BookAndStretch
#BookAndCreate #BookAndPiano #BookAndPuzzle
#BookAndJog #BookAndHike #BookAndBake
#BookAndMeditate #BookAndCook #BookAndDoodle
#BookAndText #BookAndChug #BookAndColor
#BookAndType #BookAndBuild #BookAndFly
#BookAndGolf #BookAndWrite
Tactic 2 Background Research Strategies Tactics

Let's make landing pages

The top 10 #BookAnd hashtags from the month long activation
will get matching landing pages created.
These landing pages will connect Gen Z to personalized
communities based on how they #BookAnd.
Relevant content will be linked on the landing pages (ex. recipes
from famous books). Additionally, users will be able to submit
content to be featured.
Tactic 2
Tactic 3
Let's work in tandem with preexisting campaigns
"To the 37,421 users who searched
for "How to get over your Ex"
audiobooks, you okay?"
"MarcR667 Booked&Cooked with
his daughter every night in June,
The world needs more men like
MarcR667."
BookAndReview
Playing Next: Closing
 #BookAnd
#BookAnd adds value to the lives of Gen Zers,
without interrupting their daily tasks.

#BookAnd allows Gen Zers to learn and explore

without distracting them.

#BookAnd reminds us that as we get older

stories can still be by our side wherever we go.

Playing Next: Questions

Can we clarify anything?
To: Spotify

Thank You
Let's Get to Work!

From: The Mejja Collective