The objective was to drive awareness and consideration for Spotify Premium Student across 15 key universities during Freshers’ Week - while delivering against strict performance KPIs. This meant cutting through an oversaturated landscape, educating students on the product

We built a scalable, multi-phase influencer ecosystem around a simple insight: students don’t follow brands during Freshers’ -  they follow each other. The fastest way to scale influence is to turn the audience into the channel.

At the core was a network of 1,400 nano influencers. Phase one used a “thunderclap” approach to flood feeds with peer-led content, creating instant visibility and social proof. Phase two evolved into advocacy, turning top-performing creators into Student Ambassadors to drive a second wave of more considered, action-driven content.

Underpinning this was a continuous optimisation loop, using performance data to refine creators, content and distribution in real time - ensuring both scale and efficiency.

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The campaign successfully transformed Freshers’ Week into a dominant, peer-led brand moment - delivering 4,124 pieces of content and reaching 5.1M students with a 30% engagement rate.

Beyond scale, the campaign drove meaningful action, generating 25K+ clicks, 145K profile visits, and 6.5K new followers, while also delivering deeper brand impact through 3.5K+ completed questionnaires and over 114K interactive engagements.

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