Spotify: UVP Message Testing.

Spotify Advertising's SMB message was rich in features, but lacked focus. We replaced internal debate with real-world signal, turning scattered selling points into a trusted value prop — and grew click-throughs 6.6x in the process.

Client

Spotify Advertising

Role

UVP Message Testing

Positioning, UVP & Messaging

GTM

Key Takeaway

Spotify didn’t have a messaging problem — it had a signal problem. What SMBs really needed was proof they could trust it. A systematic UVP development and testing sprint reframed internal consensus into real-world traction, helping post podcast ad revenue +19% YoY.

Context

Powerful platform, unclear SMB promise.

Despite commanding 220 million engaged listeners and sophisticated self-serve tools, Spotify Advertising faced a classic scale challenge: translating enterprise-level capabilities into compelling SMB language.

Multiple audience segments, varying platform familiarity, and a feature-rich story that confused more than converted. The audio advertising leader needed systematic market validation to cut through digital noise and unlock SMB growth potential.

Internal positioning debates consumed time while opportunities slipped to competitors with clearer narratives.

Approach

Why clarity outperformed scale.

Dual Audience Dynamics

Two distinct SMB segments emerged: “Awareness Scalers” seeking broad reach and “Ad Savants” prioritizing technical capabilities. Different proof points, same core need — a reason to trust the platform, not just try it.

Dual Audience Dynamics

The Trust Tipping Point

SMBs already believed in Spotify’s reach. What moved them was credibility. “Most trusted ad platform” outperformed reach-based claims, shifting conversations from size to substance — and building confidence to convert.

The Trust Tipping Point

Format Follows Function

Message mattered — but delivery mattered more. Video assets drove 64% better CPC on FB/IG, while static content outperformed elsewhere. Proving message-platform fit was a multiplier, not an afterthought.

Format Follows Function

Solution

How message meets momentum.

Precision-Targeted Value Stories

Built systematic message testing across four value pillars — Reach, Trust, Performance, and Ease — applied across audience segments to identify highest-performing combinations before scaling budget behind winners.

Precision-Targeted Value Stories

Sequential Engagement Blueprint

Engineered three-stage messaging journey (Awareness → Consideration → Conversion) with clear progression triggers based on engagement signals, turning casual interest into measurable intent through funnel-aligned testing.

Sequential Engagement Blueprint

Platform-Optimized Creative Mix

Deployed dynamic creative strategy matching format to platform strength while maintaining message consistency — video-first on FB/IG, static-led on LinkedIn/Twitter, with continuous performance optimization.

Platform-Optimized Creative Mix

Continuous Performance Engine

Implemented rigorous A/B testing across messages, formats, and audiences, creating feedback loops that transformed market response into actionable optimization insights within campaign cycles.

Continuous Performance Engine

Implemented rigorous A/B testing across messages, formats, and audiences, creating feedback loops that transformed market response into actionable optimization insights within campaign cycles.

Continuous Performance Engine

Implemented rigorous A/B testing across messages, formats, and audiences, creating feedback loops that transformed market response into actionable optimization insights within campaign cycles.

Results