Spotify Unlocked
Who says long format content is gone? Gen-Z loves their icons and Spotify loves Gen-Z. We set out to engage younger fans with Spotify by collaborating with the top streaming Dutch artists. Now, getting to know someone is easy. Just look around in their phone. The hard part is getting access to that phone. Luckily, artists are willing to unlock their phone for Spotify. Enter: Spotify Unlocked.
Date
November 2022
Role
Creative Director
The Challenge
ENGAGE GEN-Z FOLLOWERS WITH SPOTIFY BY CREATING AN AUTHENTIC CONNECTION WITH THEIR FAVORITE ARTISTS.
The Research
GEN-Z IS CURIOUS ABOUT PERSONAL INSIGHTS INTO THEIR ICONS' LIVES AND BEHAVIORS. WE EXPLORED HOW WE COULD GIVE THEM UNIQUE ACCESS WHILE PRESERVING THE ARTISTS' AUTHENTICITY.
The Solution
WE LAUNCHED "SPOTIFY UNLOCKED" AN INTERVIEW FORMAT WHERE ARTISTS LIKE ANTOON AND MEAU UNLOCKED THEIR PHONES AND SHARED INSIGHTS FROM THEIR SPOTIFY BEHAVIOR AND OTHER APPS. FANS FELT AS IF THEY WERE IN THE ROOM WITH THEM VIA TEASERS, BEHIND-THE-SCENES CONTENT AND ENGAGEMENT-DRIVEN QUESTIONS. THIS LED TO 278K VIEWS, A 16% ENGAGEMENT RATE, THRILLED ARTISTS AND FOLLOWERS ALIKE.