I delved into market research utilizing Statista and MRI Simmons to determine Spotify’s target audience through demographics, psychographics and geographics in order to develop consumer personas. With our main consumer in mind, I mapped out our media plan to provide an overview of our campaign as well as KPIs to track to determine success.

I developed our media mix by focusing on paid social, streaming/tv, OOH display, and paid search over the three month period of the campaign. I built our budget breakdown based on how many ads would run on each platform per week - some of which were determined by when certain shows were airing this Fall. Additionally, I analyzed Spotify’s external factors, mentioning other considerations to take into account.