Only You provides a personalized data experience for both fans and creators, allowing them to relive - and share - their unique listening style.

BACKGROUND/BRIEF

As the audio streaming industry rapidly grows, it’s becoming increasingly difficult for consumers to tell the difference between services. At Spotify, we know that our community at scale, listener obsession, and cultural leadership are key differentiators. So how do we apply these core brand pillars to create a marketing campaign and ignite social conversation to truly set ourselves apart?

NOBODY LISTENS LIKE YOU

There’s 350+ million listeners on Spotify, but everyone listens in their own unique way. In the summer of 2021 when every day started to feel the same, Spotify found a way to celebrate these differences, culminating in a fully-customized in-app experience that was unique as you are.

AN IN-APP EXPERIENCE AS UNIQUE AS YOU

Social media has a way of making us feel lost in the crowd. With its never ending sea of dance trends, challenges, and identical photographs of brunch, it’s easy to lose sight of all the little, wonderful things that make us different. So in summer 2021, Spotify found a way to celebrate our differences and the uniqueness of each one of its 350 million listeners, by showing them the listening that best separates them from everyone else in the world.

NOBODY LISTENS LIKE YOU

Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 350+ million users, which are not only the world’s biggest music audience, but also the most passionate. Spotify’s growth has been driven by the advocacy of our users, along with the content of the world’s musicians. Our brief was to create a personalized data experience for both creators and fans, allowing them to relive - and share - their unique listening styles. Some like to pair their K-pop with 70s Cumbia, some take their coffee with True Crime, while others just want to listen to whale sounds exclusively. But no matter how you listen, Spotify wants you to know, nobody listens like you.

Showing fans not just what they listen to but how they listen.

Some like to pair their K-pop with 70s Cumbia, some take their coffee with True Crime, while others just want to listen to whale sounds. But no matter how you listen, Only You proved that there’s only one you. The experience starts off by showing users just how eclectic their tastes really are, by giving them their most unique artist pairing. We then show users how distinct their listening style is by serving up their unique journey through time, their most unique listening moment, and their most unique genre combination. And because being one-of-one can work up an appetite, fans were then asked to invite three of their top artists to a dream dinner party. Finally users are given their own Audio Birthchart, a Sun, Moon, and Rising sign based entirely on their listening habits.

THANKS FOR BEING YOU

For several days, Only You became its own language on the internet, with an endless stream of memes, tributes, and parodies. Millions around the world were eager to share their one-of-kind results, and for once online, the things that make different actually brought us together.

-35 Million users

-6 million shares

-#1 trend on twitter