The Royals

Students represent the largest, most loyal and engaged group on Spotify. Problem is, they perceive Spotify Premium as too much of a luxury when it comes to allocating their tight budgets. Through our data, we knew existing premium users were our biggest fans so we created a referral platform in the guise of the Spotify Premium Student Store.

It was a store stocked full of student essentials and money-can’t-buy experiences, but could only be accessed by premium subscribers. And instead of listing items with prices, our currency was Spotify credits that were earned by students leveraging their social platforms and referring their mates.