This project was not simply about launching Spotify in Russia, but about defining how the brand should enter a new market and what it should stand for from the start. Spotify’s entry into Russia required more than a launch campaign. It called for a clear answer to a question: how should the brand enter an already established and highly competitive category?
My work focused on defining a local value proposition, translating product strengths into a clear messaging system and preparing a coherent communication approach for a phased launch in Russia. This was not a project about launching a campaign or developing a single creative idea. It was about building the strategic foundation for how Spotify should enter the market.