Spotify got launched this week in India, and almost all of my friends have switched to Spotify.
If Spotify did only sales campaigns in the US and were solely focused on the number of installs, this wouldn’t be the case. They would’ve been forced to throw out millions of dollars in sales campaigns to (try to) make people switch from the already highly competitive music streaming platforms in India.
But since the branding was proper, people get a unique feeling when they use Spotify and were eager to use it.
Hence only the news articles are enough to bring the change!
PS: obviously there will be social media ads coming at you from Spotify.