Spotify

When Spotify prepared to launch in Brazil, I was responsible for the social listening efforts that would guide the company’s entry strategy. My role was to capture, interpret, and translate online conversations into actionable insights that could shape the way Spotify presented itself to a completely new market.

I monitored social media platforms, forums, and online communities daily, mapping how Brazilians were reacting to the idea of music streaming. In parallel, I tracked Spotify’s brand performance against its main competitors, Deezer and Apple Music, identifying strengths, weaknesses, and opportunities to position Spotify more effectively in the market.

My analysis focused on identifying emerging sentiments, recurring doubts, cultural barriers, and potential risks. From there, I distilled these findings into clear recommendations for the team.

This real-time intelligence allowed Spotify to adjust its messaging throughout the launch period, addressing concerns, clarifying misconceptions, and highlighting what truly mattered to Brazilian audiences. By coordinating sentiment analysis with communication timing, I helped ensure that Spotify’s voice felt relevant, accessible, and credible from the very beginning.

The result was a launch that not only introduced a new platform, but also secured a strong, positive reception in a complex market. Spotify’s value proposition was clearly understood, and users embraced the service as part of their everyday music experience.

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