Spotify Case Study
Ho Chi Minh City / Vietnam
Role: Creative Producer Agency: The Brown Cows Market: Vietnam Client: Spotify
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.
The Visual Idea
Music is all around us.
The campaign ran bilingual — Vietnamese and English — to localise the brand while preserving Spotify's premium international feel. Every visual decision was deliberate: photography drawn from real Vietnamese streets and scenes, lyrics placed with intention, and a voice that was friendly, conversational, and alive.
The hashtag system was designed for the market. #livethelyric carried the SoundScape campaign globally. For the launch itself we developed Vietnamese-language hashtags — #SpotifyXinChao, #SpotifyThuVaMe — built around local idiom and the cultural rhythms of how Vietnamese audiences actually talk online.
What Came Next
The pitch converted.
We ran the launch campaign and were retained as Spotify Vietnam's in-country creative agency for ongoing social content production — responsible for the strategy, creative direction, and execution of the brand's presence in market.
By 2024, Spotify had grown to become the third most popular music streaming platform in Vietnam.