USA, Canada, Australia, Germany, Sweden, Italy, Spain, France, UK, Brazil, Mexico, Colombia, Indonesia, Thailand, Philippines, Malaysia, Taiwan, Hong Kong
Our challenge was to create a content-based campaign to show that through music, we are more connected than we think. Our business objective was to drive consideration and increase current user engagement, as well as to accelerate growth while combating Monthly Active User (MAU) deceleration.
After a successful 2016 Holiday campaign, we launched Spotify’s latest Holiday campaign through the optimistic creative lens of “2018 Goals.” In order to drive Spotify’s goal of increasing Monthly Active Users (MAUs), our content needed to cut through the white noise to reach our audience. To contextualize the goal: Spotify wanted to drive 3X the number of users previously achieved in a singular campaign.
To activate users across the full user journey; from consideration to brand affinity in order to convert the highest number of users, we identified and targeted two key audience types: Millennials and Gen Z. Millennials are individuals who have a deep knowledge of music and like to share it with others, with high use of social media, whereas Gen Z appreciate the quality and variety of music, with a strong affinity for technology. We therefore needed to speak the language of music listeners, and turn up the volume for those who hadn’t yet considered Spotify.
With that in mind, it was easy to view 2017 as a year of division. The “2018 Goals” campaign would be a chance for renewed optimism. Our core insight was that shared music experiences break down barriers and help forge common bonds.
Our opportunity was clear; given that music & culture were among the most positive aspects of 2017, leveraging moments of unexpected connections around these aspects meant we could offer a sense of levity for the year gone, optimism for the year to come and commonality with fellow music listeners.
Knowing music had the power to unite people, our strategy was to create and leverage content in a way that would uncover moments of tension or fragmentation and then use our audience’s love of music to inject a moment connection through levity.
We used partner and Spotify data to understand the major moments, places and spaces of fragmentation throughout 2017, which we categorized in 3 ways.
• Cultural Connections: Surface the unexpected music connections across seemingly disconnected or oppositional cultural themes.
• Local Connections: Allow people to discover the things that they share beyond their physical location
• Personal Connections: Create unexpected personal connections amongst friends, strangers and artists
We overlaid our two key audience types across hundreds of moments to understand which topics and environments would most efficiently resonate with our targets.
With our list of partners identified, we turned moments of tension into mass cultural moments of connection by overhauling the typical RFP process. Instead of sending out briefs to partners, we rolled up our sleeves to workshop each individual activation in collaboration with the creative (partner and Spotify) team, building specific creative alongside media partners as they developed their tactics in completely customized ways.
For the first time, partnerships also became globalized. Previously, the invisible thread connecting the various markets to one another from tactical, creative, and messaging standpoints, varied greatly. Through global partnerships, we were able to replicate ideas, making them audience-focused with local adaption. Underpinning all of this was an aggressive performance campaign, connecting Spotify’s above the line (ATL) and below the line (BTL) efforts.
By unleashing our content in new and creative ways, we:
Introduced a Tinder partnership that encouraged users to look ahead to their 2018 dating goals, with four artists serving as “life coaches,” executed across multiple markets and customized based on location. Leveraging Tinder polls and user-provided profile information, we matched users with a Spotify life coach and corresponding shareable playlist. We created branded profile cards, bringing “goals” as a swipe right option which connected back to the shareable “Wrapped EOY” music landing page.
Transformed the New York Times Fact Checker, major tension point for 2017, into a lyric fact checker, analyzing the hottest song lyrics of the year. This lived both on a digital hub as well as a full-scale print feature.
Implemented a first-to-market execution with BuzzFeed, integrating editorial content through high-impact custom native assets, playlist integration and social extensions. We leveraged audience and cohort data, alongside creative assets to create in-post touchpoints that aligned Spotify’s end-of-year music insights to the content; the first time such an execution took place on a global scale.
Merged Snap and OOH by bringing Snap filters to life “IRL”, creating custom cutouts of 2017's most influential artists for three different US states over the course of a week, before being sent to media agencies nationwide as an extension of the Spotify Brand (B2B) execution.
Overtook train stations in APAC by integrating digital and OOH, and implemented a hyper-targeted programmatic extension optimized by market.