Spotify Sees 532% Increase in Installs with New Channels Following Super Bowl

Outcomes

Objective

Spotify sought to revitalize its user acquisition strategy and drive incremental growth after facing challenges with a fragmented and stagnant partner portfolio. To complement their existing Super Bowl ad campaigns, the brand needed a performance-based solution capable of accessing previously untapped channels to drive additional scale and lay the groundwork for a long-term strategy. Their goal was to diversify traffic sources, increase new user installs, and scale acquisition efforts efficiently over time.Turning to the Perform^[cb] Outcome Engine, Spotify aimed to achieve these objectives without disrupting their existing campaigns, leveraging innovative solutions to optimize performance and unlock sustainable growth opportunities.

Approach

Perform^[cb] tackled the immediate need to leverage the Super Bowl opportunity for Spotify, orchestrating strategic media buys with top-tier partners to create a significant surge in qualified traffic in sync with the app’s current strategies. This quick-turn initiative not only maximized impact around the Super Bowl weekend but also ensured continued momentum in the days following as they tested new performance-based channels.The Outcome Engine team began building a more robust, diversified partner portfolio to complement Spotify’s ongoing user acquisition efforts. By carefully selecting new traffic sources, Perform^[cb] was able to introduce fresh opportunities without interrupting the marketer’s current campaigns. This strategic balance between scaling existing efforts and adding new channels positioned Spotify for steady growth.

Results

During the Super Bowl weekend, Spotify saw a remarkable 532% increase in app installs, driving over 50,000 new users. Following the event, the Perform^[cb] Outcome Engine worked to identify the optimal mix of partners for Spotify, continuously delivering daily install growth throughout the subsequent months. By introducing new traffic sources alongside the brand’s ongoing initiatives, Perform^[cb] ensured sustained growth and further opportunities for success.

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