Making Music with Gen Zs and Millennials through Tinder

Spotify is a digital music, podcast, and video service that gives you access to millions of songs and other content from creators all over the world. Basic functions such as playing music are totally free, but you can also choose to upgrade to Spotify Premium.

The Opportunity

Spotify India wanted to drive awareness about its Spotify Mini Premium Plans to the individuals belonging to the Generation Z and Millennials group.

The Strategy

We suggested Tinder Platform to create Native Ads which would be shown to the users with the options to swipe right or left. Tinder has a younger and mid-aged level audience which would be perfect to target users belonging to Generation Z and Millennials.

The Execution

Native ads were set on Tinder platform for Spotify.

1. Tinder users were shown the Native Ads for Spotify within their native Tinder flow.
2. Age Group Targeted - Generation-Z and Millennials
3. Device Targeting – Smartphones
4. Locations Targeted – Top 15 cities in India
5. Gender – Male+ Female

The Results

Impressions - 98,92,583
Clicks - 8,75,694
CTR [%] - 8.85%

Insights

1. Males from the age group of 23 - 30 has maximum reach, we saw higher impressions and clicks from this age group of audience.
2. 67% clicks from Android devices
3. Audience were active between 12 PM to 3 PM followed by evening from 8 PM to 11 PM.
4. Top performing cities - Mumbai, Delhi & Pune