Amazon Music: 9m+ views and 200k+ trial clicks from ten creator videos.
We ran a discovery-led creator campaign amplified with Spark Ads that repositioned Amazon Music as a credible alternative to Spotify for UK 18 to 34s, and sent 200,000+ people to the free trial page.
Book a launch callSpotify had near-total cultural ownership of UK 18 to 34s. For that audience it functions as an identity signal, and Amazon Music was seen as the secondary option.
The brief was to make young people actually consider switching, which meant the content could not read as challenger advertising. Anything that felt like marketing from a second-place brand would be dismissed instantly.
The way past an incumbent isn’t comparison. It’s discovery.
Creators chosen for discovery, not endorsement
We selected entertainment, music and pop culture creators specifically for their ability to present Amazon Music as something they had found and wanted to share. We framed the free trial as a low-risk thing to try rather than a subscription to buy.
Underdog positioning
We gave Amazon Music a cultural lane of its own: the platform you had not tried yet. Music memes, cultural references and lifestyle content made it feel fresh. We ran several formats at once, from music discovery to reactions to playlist curation, so the highest-converting angle surfaced within the first week.
Precision Spark Ads on winning content
We boosted the top creator videos at music lovers, trial seekers and identified Spotify users. We scaled the winners hard and cut the underperformers.
Every serious launch is a challenger launch. Somebody already owns the category in your buyer’s head, and a comparison chart will not move them. Younger buyers especially dismiss anything that reads as marketing. The way in is through people they already listen to, positioned as discovery.
At Ignita this is how we approach category framing and B2B influencer marketing together: find the lane the incumbent has left open, then have credible operators and creators walk your buyers into it. It is also the model for launch video: one strong asset seeded through the right voices reaches more of the right people than a dozen owned-channel posts.