Spotify: Turning an internet joke into millions

Mehak Jaini, Ketan Rambhia, Akanksha Mishra

Music streaming platform, Spotify, increased its share of brand engagement and share of voice by turning one consumer's tweet into millions in PR in India.

Campaign details

Brand: SpotifyBrand owner: SpotifyEntrant company: DDB Mudra - IndiaIdea creation: DDB Mudra Group MumbaiMarket: AsiaSector: Media & publishingBudget: No budget

Executive summary

How do you turn a tweet which became the Twitterverse’s inside joke into millions in PR without spending a dime? Simple, by not making an ad.

When @tapanguchi tweeted about how the Good Day biscuit reminded him of Spotify, we took the most sacred real estate we had on social media – our own logo – and changed it into our fan’s exact...

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