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Establishing “Glocal” cultural leadership


Spotify is the world’s leading music streaming service with over 422 million active users and over 182 million paying subscribers globally. Available in 183 markets as of June 2022.

Spotify believes in the idea of MUSIC FOR EVERYONE as a goal to make all the world's music accessible to  listeners. The core of the Spotify brand inspires music lovers, communities  and creatives to NEVER STOP DISCOVERING.

The brief

Although Spotify is leading music streaming globally, it was still relatively a new brand in Saudi.

The main objectives were to increase awareness levels, drive consideration, build brand love and position Spotify as the leader in audio among Saudi listeners.

XELEMENT was tasked to strategically localize the global campaign of “ONLY YOU” to the local market while resonating with the Saudi audience and achieving the brand’s objectives.

excelling the brief

XELEMENT managed to establish cultural leadership and tackle this perceptual/cultural challenge by connecting to a core human truth that Spotify celebrates people's uniqueness and individuality of all Saudis.

This was supported by Spotify’s unique algorithmic/personalized experiences and music discovery system that incorporated Saudi’s favorite music at the heart of the campaign, allowing Spotify to tell a story that no other brand can replicate.

In other words, only you are you, and only Spotify is Spotify.

the result

The campaign exceeded KPIs and increased brand awareness and comprehension of Spotify’s positioning & values within the core audience by achieving 146M Impressions, 32.2M Reach.

Moreover, it triggered consideration of new & lapsed users by delivering 43.40M Views and 8M clicks.

Finally, increased brand affinity and love among existing and prospective users by achieving and engagement rate of 6.7%.