Despite a community of 30 million users, Slacker struggled to grow market share in the face of new, more modern competitors. As the service entered its seventh year in operation, its customer acquisition, retention, and free-to-premium account conversions had all stalled and wholesale change was needed.
Here’s how we helped Slacker win new customers by revitalizing the product, brand, and messaging from the ground up.
By speaking and acting with one voice across all touch points and providing a beautiful product experience, Slacker is now positioned to capture new customers away from an ever-growing list of competitors.
At the core of our digital re-branding was a completely new visual identity and mark for Slacker – one that paid homage to the warmth and personalization of old-school radio that Slacker emulates.
Slacker’s redesigned homepage greets visiting prospects with a blend of marketing messaging and in-line product demos, while daily content curation, featuring the best music and music news, gives users a reason to return.
Each individual Slacker station page is custom-crafted to reflect the personality of the people that power it.
Meanwhile visitors with free accounts are encouraged to discover the benefits of paid subscriptions.
To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Dole could achieve its greatest impact.
A new visual identity drives interest and advocacy by evoking shared values and personality.
Marketing messaging, curated content and product demos convert consideration to trial and, ultimately, purchase.
Engages fans everywhere, driving awareness and advocacy through social sharing.
AMP relaunched the all-new Slacker Radio brand and product experience to a string of positive press and accolades from users.
“There’s no shortage of Internet radio with stations personalized around your personal music tastes, but Slacker is our favorite for its minimal, discovery-centric home page.”
– Time Magazine