Spotify Case Study

Ho Chi Minh City / Vietnam

The Need

Spotify wanted to launch in Vietnam — one of Asia’s fastest-growing digital markets and a country with a deeply rooted music culture.

The Challenge

How could Spotify shape music culture and gain subscribers in a new market already dominated by local competitors — while still feeling authentic and relatable to Vietnamese audiences?

The Solution

Build cultural clout and show Vietnam’s music lovers that Spotify gets it.

We designed and implemented a nation-wide launch campaign that introduced the brand to a new audience of music fans through the lens of local culture.

Our team developed a multi-faceted and localised communications strategy to build awareness in a way that would educate, excite, and engage Vietnamese listeners. Social media became our stage — a space where we could turn moments of everyday life into moments of music discovery.

We positioned Spotify as a constant companion to every moment of the day, creating an emotional link between daily experiences and the songs that soundtrack them.

Three promotional images for Spotify in Vietnam featuring people and quotes. The first shows an elderly man on a bicycle at a street corner, with the quote "I was sitting, waiting, wishing" by Jack Johnson. The second shows a young man singing outdoors, with the quote "Please don’t stop the music" by Rihanna. The third features a woman on a motorcycle at night, with the quote "Just can’t wait to get on the road again" by Willie Nelson.

The Visual Idea

Music is all around us.

We captured familiar local scenes — from motorbike traffic to street cafés — and paired them with song lyrics and witty copy. Each image became a living, shareable “caption” to everyday Vietnamese life, drawing from Spotify’s vast global library.

The campaign encouraged users to submit their own street scenes and captions, turning the community into active storytellers and helping Spotify grow through authentic, user-driven participation.

Three social media ads promoting Spotify, featuring nature scenes and people using music devices, with captions about exploring songs, creating playlists, and enjoying music freedom.

The Result

The campaign successfully established Spotify as a vibrant, culturally tuned-in presence in Vietnam — not just another streaming platform, but a brand that understands the rhythm of daily life.

What began as a launch has evolved into a long-term strategy to create localised content and push ongoing marketing activities that continue to grow Spotify’s brand awareness across one of the world’s most dynamic consumer markets.

As of 2024, Spotify is third most popular music streaming platform in Vietnam.