Spotify targets Aussie millennials with meme culture campaign

Spotify is focussing on deepening its bond with the millennials demographic in Australia by riffing on meme culture in its latest campaign.

The ‘Me, Also Me’ meme sends the message that the streaming service can cater “music for every mood” – from getting over a break up to chilling out to indulging in a “looking after #1” moment.

Australia is one of eight countries to get the campaign.

The others are the US, New Zealand, Canada, UK, the Netherlands, Germany and Sweden.

Depending on which country, the campaign hits billboards, digital, TV, radio and social spaces.

At the same time, Spotify has launched another campaign in Brazil, Mexico, Columbia, Argentina, France, Italy, Thailand, Philippines, Indonesia, South Africa and Spain where it riffs itself as the place to go to find new music.

“Spotify has transformed the way people find and enjoy music and podcasts, giving people around the world easy access to the content they can’t get enough of -- as well as the ability to discover new favorites along the way,” said June Sauvaget, Spotify's global head of consumer and product marketing.

In certain countries, Spotify is also combining music discovery with its expansion into podcasts.

It is testing a new service where special podcast episodes are placed within music discovery playlists to suggest a synergy.

The initial tests are on playlists for commuters.