The challenge
How can Spotify be more meaningful to a new generation of music lovers turned off by traditional genres and identities and turned on by individuality and discovery?
The work
We empowered the next generation of audio fanatics on their journey of self-discovery by bringing the full power of Spotify to life on social; embracing the diversity of the audience and scaling subcultures to create a social presence that fuelled passions, championed values, celebrated individuality and sparked emotion through the power of sound.
We brought our strategy to life through Gen Z’s favourite platforms, being reactive to organic conversations, creator and artist collaborations, and social-first campaigns. We even launched the first ever song composed collaboratively on Instagram Live with singer songwriter and Gen Z fav, dodie.
The results
We launched the Spotify UK TikTok channel and gained over +100k followers and over +135m views in the first year.
