#ThatSongWhen, there is a story behind every song. That song when you went on a road trip, that song when you first kiss or that song when you quit your job. What is your story?

If you love music, you have probably heard of Spotify by now. Spotify is an app you can use on your smart phone or computer to listen to as much music as you’d like for free with ads or either subscribe as a premium user and delete the ads and start using offline playlists. With Spotify, it’s easy to find the right music for every moment – on your phone, your computer, your tablet and more. There are millions of tracks on Spotify. So whether you’re working out, partying or relaxing, the right music is always at your fingertips. Choose what you want to listen to, or let Spotify surprise you. You can also browse through the music collections of friends, artists and celebrities, or create a radio station and just sit back.

(#thatsongwhen you have to concentrate)

According to demographic targeting, Spotify confidently reaches the audience across mobile, desktop and connected devices around the world. Target users are registered by age and gender, powered by 100% registered user data. But also targets users’ geographical location at the country or city level, based on the Internet Protocol (IP) address of their current Spotify session. This leverages their footprint in more than 50 countries around the world. Behavioral segments are used to reach in-market purchase intenders and category enthusiasts across a variety of brand verticals. Spotify crafted a suite of behavioral segments by analyzing our users’ streaming habits on Spotify alongside their broader interests, lifestyle, and shopping behaviors, fueled by leading third-party data providers. Spotify makes great use of the lifestyle segments, by creating different playlists within all kinds of genres and moods you can select. You can choose from a wide variety of playlist going from ‘Power workout mix’ to ‘Raggae BBQ’ to ‘Sleepy Nature Noise’.


In 2015 Spotify launched their ‘#thatsongwhen’ campaign in cooperating with Ogilvy & Mather, to highlight the significance certain songs have for people. The idea behind this campaign is that music brings back memories and Spotify is using that emotional connection. Through the Internet and social media, Spotify pushes their users to share their song and the real stories behind them. Until now the consumers of Spotify have told only other people about their passion for music, which helped Spotify grow even more. This campaign pushes the users to not just be the spectators but also creators, and let them tell their story.

Millions of users shared their story through the hashtag #thatsongwhen. If you opened up Spotify it showed a page with all kinds of stories of users. Anyone could add his or her story within the app/software. All the social media sources of Spotify (Twitter, Instagram and Facebook) were all about the ‘#thatsongwhen’ and millions of people got involved. On the website you could share your own story by uploading a video.

Spotify choose 3 stories for their ad and made these into an online video. In the first clip, a young woman tells about their secret committee, which she formed with her gymnast friends. They threw toilet paper in the trees and the song ‘Roll Out’ of Ludicrous was their song. In the second video, a man tells the story about a crush he had on a girl when he was 9 years old. He made her a mix tape of the song “Waterfalls’ of TLC. The third video is about a guy who just got fired from his job and walks out the office with the song ‘Here I Go Again’ of the White Snakes.

This campaign was such a success story due to the authenticity of this campaign. Spotify tapped into the truth about music and it showed the importance of the stories of their customers. Other music companies would use celebrities, but Spotify choose to give their customers a leading role in their campaign. Spotify is all about the personal experience, because everyone has their own account and playlists. They showed through this campaign that music is a very personal experience. During this campaign the monthly active users of Spotify increased by  29,6% and the brand loyalty increased by 72%.

What is your personal story behind a song?

Comment below and let us know!