Spotify: There’s a playlist for every emoji

Spotify, the music streaming platform, used the universal language of emojis and a Twitter partnership to capitalise on World Music Day in India.

Campaign details

Brand: SpotifyBrand owner: Spotify IndiaEntrant company: DDB MUDRA, MumbaiIdea creation: DDB Mudra Group MumbaiMarket: IndiaSector: Websites, online services, appsMedia channels: Social mediaBudget: No budget

Executive summary

How do you make an organic Indian social media campaign trend at number five in the world?

It’s simple. You pick one of the busiest global days on social – Yoga Day, Motorcycle Day, Selfie Day, Trump Rally Day – and decide to talk about your 4bn playlists since it's also World Music Day.

Once you’ve...

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