Case Studies
Spotify Brief Gen Z + Audiobooks
Audience New + Existing Spotify Users (Gen Z)
Gen Z loves Audiobooks: This audience is tapped into Audiobooks, and are most likely to listen while they complete their daily tasks. Technology being a constant part of their lives makes personal devices a natural way to tap into more reading.
Challenge Spotify is looking to change the Gen Z perception of Spotify only being for music.
Challenge: Find new ways to encourage new and current Spotify users to engage with and discover the world of Audiobooks.
Insight Even though Gen Z is motivated by productivity, they don’t feel completely present in any specific task.
In a society that is dominated by productivity and instant results, it is hard to give full attention and effort to individual tasks leaving Gen Z with a sense of incompleteness or superficiality.
60% of Gen Z respondents prefer to focus on one task at a time, rather than multitasking.
62% of Gen Z feels pressure to be productive at all times, even when they're not at work.
78% of Gen Z workers said they switch between tasks or projects at least once per hour.
"Gen Z acknowledges that multitasking is often not very effective. Still, they worry about missing out."
Strategic Idea "Step into a book"
Let audiobooks be your productive break from reality. Rather than adding to the demand of instant results that causes Gen Z to multitask constantly, put on your headphones, block out your surroundings, and grow on the inside while you relax on the outside.
Action 1
Personalized Audiobook Recommendations: Spotify can leverage their data on users' listening habits to recommend audiobooks based on the type of music or podcasts they enjoy. By offering personalized recommendations, users are more likely to engage with and discover new audiobooks that match their interests. This will give them the desire to "step into a book."
Action 2
Collaborate with authors and publishers: Spotify could collaborate with authors and publishers to offer exclusive content on its platform. Just like with musicians, this could involve offering early access to audiobooks before they are released to the general public, or offering exclusive audiobook content that is not available anywhere else. By collaborating with authors and publishers, Spotify could offer users a unique experience that they can't find on other audiobook platforms.
Action 3
Offer curated playlists: Just as Spotify offers curated playlists for music, it could also offer curated playlists for audiobooks. This could involve creating playlists based on different themes (e.g., self-help, romance, mystery) or based on different moods (e.g., relaxing, uplifting, thought-provoking). Curated playlists could help users to discover new audiobooks and could make it easier for them to find content that is relevant to their interests.
CHALLENGE
For some time, Bizum has added a feature that allows users to make donations using unique five-digit codes. This system enables individuals to contribute to various NGOs and social organizations of their choice directly through Bizum. However, the feature is not widely known among users.
The challenge lies in raising awareness about this donation option to ensure it reaches the broad audience of Bizum’s user base. How can we effectively spread the word about this feature to the millions who use our payment platform?
INSIGHT
People who report higher levels of social connection are more likely to engage in acts of kindness and generosity towards others.
Feeling a sense of social support can increase resilience in the face of stressful life events.
Without interactive connection with others, people feel powerless.
CREATIVE CONCEPT
A high FIVE for change
High-fives are a symbol of celebration and encouragement, and each donation made through Bizum’s five-digit codes can be seen as a high-five for positive change in the world. By donating through Bizum, users can give a virtual high five to the causes they care about and make a real difference in people’s lives.
ACTIONS
#PASSTHEHIGHFIVE
encourage users to donate 5 euros through Bizum to their chosen NGO or social organization.
This action can be promoted through social media.
After making a donation of 5 euros, users can share a post on Instagram of themselves giving a high five to a friend while challenging them to donate 5 euros to their NGO of choice and #passthehighfive to someone else.
While tagging the organization they supported (and mention why they chose that organization), this is an interactive way to demonstrate how big a change such a small number of 5 can make.
Whether it be Bizum’s 5 number codes, 5 euros donated, or a high five to a friend, they all have the power to encourage others while making positive changes in the world.
SENDING IT BACK
create a web page of all of the NGOs that received 5,000 euros
or more from the #passthehighfive challenge
Each of the NGOs will upload statistics regarding the money raised: the exact amount of money raised, from which cities, etc.
They will also upload a photo or video with their story and how the money raised has made an impact and where the money will go.
Once users see the positive results of the donations first hand, it will encourage people to either continue donating or begin.
Pikolin Group
"The second-largest sleep group in Europe. Pikolin Group, with a turnover of 440 million euros, is the second-largest sleep sector group in Europe, leader in Spain and France.
The growth strategy of the Group is based on research and the development of its main sleep technologies, holding the highest number of patents in its category. Pikolin Group manufactures multiple products related to sleep and that form the core of its business: mattresses, bed bases, foundations, pillows, and textiles."
"Do something that keeps you awake"
70 years looking after the well-being and health of people.
Pikolin Group, as the first family group in the sector in Europe, has traveled a long path of learning and growth.
A journey that has led Pikolin Group to consolidate its leadership in the Spanish market, where it holds a 30% market share, but also to conquer the markets of neighboring countries. Thus, in France, where the Group entered in 2001, it has the same market share, 30%.
Celebrating 75 years in style
Getting closer to the public, continuing to be the leading and reference brand in the entire sector.
"Reconnecting with our clients with a focus on modernity, current trends, and emotion."
"We have the Top of Mind of the category, as well as a brand notoriety of 96%."
Celebrating 75 years in style
Getting closer to the public, continuing to be the leading and reference brand in the entire sector.
"Reconnecting with our clients with a focus on modernity, current trends, and emotion."
"We have the Top of Mind of the category, as well as a brand notoriety of 96%."
Objective
"Capture the DNA of the brand in a very different way, and therefore notable, and projects a value proposition that is engaging."
"Speak of doing things you like and for which it is worth losing a few hours of sleep at night."
Passion and Attitude
The Audience
Women between 30 and 40 years old
Connecting with women and them with Pikolin.
"Because women decide on 70% of home purchases."
"Active women, they like to go to restaurants, shopping, connect to the internet, have outdoor activities, be with their friends. They find recognition in themselves."
"My friends are a great support in my life at these times where many of us are in a very independent stage.” -Interviewee
INSIGHT
There are friendships to live with passion and friendships to remember.
Women at this stage of their life already choose those people who bring additional value to their lives.
Someone who is there to accompany, understand, and grow more deeply.
INSIGHT
Because every woman deserves that good friendship.
Women tend to look for that good friend with whom they can share both personal and non-personal things, trust the other, give and receive advice and enjoy the good times of life.
Someone who is there to accompany, understand, and grow more deeply.
INSIGHT
Because accompanied by a good friendship, life is lived with passion.