The Client

A1 is one of the leading telecom providers in the region. To better engage younger audiences, they teamed up with Deezer - one of the world’s top music streaming platforms - to launch A1 Xplore Music by Deezer, a co-branded product localized for specific markets.

The Challenge

With the product already launched, my role was to step in and drive regional marketing forward - crafting campaigns, shaping content, and making sure Xplore Music stayed relevant, activated, and sticky among our youth audience in North Macedonia.

My Role 

As a product marketer for A1 Xplore Music by Deezer at A1 Macedonia, I took over the strategy and day-to-day execution needed to grow product awareness, activation, and usage.

Key contributions included:

• Festival Activation Campaign
  At D-fest, the country’s biggest music festival, I trained promoters, oversaw materials, and made sure everything reflected the latest product features and pricing. The campaign generated strong trial activations - and even stronger retention.
  
• Birthday App Surprise Campaign
  I helped shape and execute a special offer inside A1’s mobile app, where users could receive a 3-month free music subscription. My work focused on integrating the product into the campaign and overseeing all related assets and flows.
  
• Editorial & Content Strategy
  In regular coordination with Deezer and A1 Marcom, I helped curate themed playlists, shape the content calendar, and plan in-app push campaigns to increase usage and engagement.
  
• Creative Campaign Ideas
  I pitched and developed ideas like a Silent Disco experience powered by our playlists, and a collaboration with a major student Instagram page - tapping into Gen Z culture to keep the product front of mind.
  

The Outcome

Through targeted campaigns and fresh content, I helped drive new signups, boost retention, and bring new relevance to the product in a competitive streaming market.