Spotify’s “My Spotify” global campaign launched in June, emphasizing its personalized listening experience. The campaign successfully increased brand momentum, particularly among Gen Z, despite recent subscription price hikes in the US and UK. Post-launch, American and British Gen Zers described Spotify as more “sophisticated,” “hip,” and “premium.” The campaign leveraged digital, social, and physical marketing, including celebrity and user participation. QuestBrand data from The Harris Poll showed that Spotify’s strategy effectively strengthened its value perception, highlighting how brands can offset price hikes by reinforcing their unique value.

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