GLOW partnered with Spotify for Brands for summer 2017 to help the business group within Spotify roll out their groundbreaking new research: "Understanding People Through Music."
At its core, the research shows how people's listening habits reflect their offline behavior.
Our objective was to communicate to their global targets of senior level marketers, creatives, and advertisers, that "you are what you stream."
Our solution: to make them feel "you are what you stream."
We developed a rollout of captivating visuals based on the study, and used our digital experience, Spotify.me, to make the targeted individuals realize their streaming habits have a deeper meaning.
Spotify.me is a digital experience built to demonstrate how Spotify's streaming data can be leveraged to form powerful brand connections for its partners. The site wraps Spotify's latest streaming intelligence data within a fun and interactive experience targeted to marketers and advertisers.
Accessed with a Spotify login, users get a snapshot of their streaming history along with listening insights that highlight unique streaming behaviors. The site was translated into 8 different languages, enabling a greater reach of Spotify's global audience.
We turned up the social volume while at their events, sending our team to France to cover their Cannes Lions 2017 activations, Advertising Week New York, Spotify Supper, as well as remote coverage of dmexco in Germany.
We launched brand new Facebook and Instagram presences to meet their audience in their lifestyle, in the places they play online. Paid promotion across Facebook, Instagram, and Twitter was leveraged to help elevate social content and ensure it reached the right audience at the right time.
By development of a social first visual identity for Spotify for Brands in coordination with Spotify creative teams, GLOW has grown the total social footprint by 35%, expanded to Facebook and Instagram, and improved paid social spending efficiency.
Spotify.me became the best performing digital activation for Spotify for Brands to date. Since launching summer 2017, the site has reached:
GLOW has elevated Spotify for Brands on the ground coverage both on-site and working with remote teams domestically and internationally, including: Cannes, Advertising Week New York, dmexco, ANAs, and Festival of Media LATAM.
