We were tasked with shifting Gen Z’s perception of Spotify as a utility app, to a brand that connects and inspires communities and create content to launch Spotify’s TikTok channels. Our objective was to innovate a platform where music artists and creators from distinct sub-communities could converge, offering fans an opportunity to witness a multifaceted view of these personalities as they find common ground in their varied interests.
We launched "Small Talks," a vodcast series for @SpotifyUK's TikTok channel, aiming to create a unique space where music artists and creators from different backgrounds could share their stories, highlighting their diverse interests. Through authentic conversations, prompted by challenges, and Spotify-first games, we co created a concept that embedded what each creator is known for, while seamlessly combining it with the artists. By doing so, we were able to create conversations that we knew our target audience would engage with and share. At the same time, we ensured that we stayed true to Spotify's brand and key messages.
Small Talks has contributed to the shift Gen Z's perception of Spotify from a utility app to a brand that inspires and connects communities. By creating unique moments on social media, we prompted authentic conversations and engagement among our target audience. As a result, Gen Z can't help but share and engage with the content, which has led to a significant increase in brand awareness and loyalty among this demographic.
What started as a social first idea, was then made into a vodcast exclusively to live on Spotifys platform and then subsquently was used as a mechanism in brand campaigns, out of home marketing and paid social.
