The posters contained Spotify's "2018 goals for their users but based around the perceived thought processes of specific (but anonymous) users. This kind of personable image has been done a lot on social media by companies, but less often in this format."
The campaign was hosted in other languages beyond the English language, allowing Spotify to add another dimension of localized content to the campaign.
Spotify also leveraged the campaign to draw potential new customers. "How they did this was an offer of 0.99$ for your first three months on their premium services, which has no Ads and a larger collection of music. This was a brilliant way to gain new customers as that was a significant saving of 90% when push comes to shove."
The campaign was tagged as a massive success as the brand was lifted out of the digital space to the physical.