Spotify: #ThatSongWhen
Campaign details
Agency: Ogilvy New YorkClient: SpotifyCategory: Publishing / Entertainment
Executive summary
Spotify, a music streaming service, sought to increase its emotional connection with Millennials in the USA by providing a platform for discovering, creating and sharing their music and stories while increasing their emotional connection to Spotify. The campaign was called #ThatSongWhen and successfully increased both brand love and monthly active users among the target audience.
Campaign Objective
Millennials saw us as just another tool that provides music streaming – that's it. We set out to make an emotional connection with them....