Spotlight
The Go-To Influencer Marketing Agency for Spotify
Spotify is the market leader within the audio streaming industry, and they understand the power of influencer marketing. However, when they first ventured into this space, they lacked experience and needed a trusted partner to guide them through the process. That's where New Stance stepped in.
As a leading influencer marketing agency, we've been working with Spotify for over four years, helping them to achieve industry-leading results. Our campaigns consistently drive an average engagement rate of 11.5%, which is 6% higher than the industry standard.
We work closely with all Spotify business units, from driving subscriptions in key and growing audience segments to increasing brand loyalty and sentiment. We also amplify key hero campaigns, unlock tailored audiences to new audio formats, and provide consulting and education to their internal teams on new influencer approaches.
Small Talks:
Co-Creating an Original TikTok first series that is now a vodcast on the Spotify platform
Challenge
We were tasked with the challenge of changing Gen Z's perception of Spotify from a utility app to a brand that connects and inspires communities. We knew that in order to achieve this, we needed to create unique moments on social media that would prompt authentic conversations and engagement among our target audience.
Solutions
Through authentic conversations, prompted by challenges, and Spotify-first games, we 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.
Results
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.
Spotify Wrapped:
Increase the awareness and brand love around the annual hero brand campaign
Challenge
Create a UK-wide campaign that drives mass awareness around Wrapped, whilst enhancing brand love amongst audiences with a focus on creating shared experiences as the year came to an end.
Solutions
We worked with Gen Z creators to launch a three-stage campaign (Tease, Launch and Sustain) to build the conversation around Wrapped.
During the build-up to launch, we had the teaser phase, in which six creators predicted what they thought would be on their Wrapped Results, using a face-to-camera format. 3 of the creator's content was amplified by paid media activity.
For the Launch of Wrapped, the creators produced greenscreen content, showing the Wrapped experience in the background.
Post-launch we entered the Sustain phase, in which four influencers took to the streets of the UK to create Vox-Pop style content. The creators interviewed the general public about what was on their Wrapped Results Card.
Me Right Now:
Increasing Monthly Active Users amongst Gen Z
Challenge
We were faced with the challenge of increasing the number of Gen Z monthly active users for Spotify across the UK and Ireland. Our aim was to drive brand love and affinity with Spotify, particularly with TikTok and Instagram users who use Spotify to create multiple playlists based on their moods and feelings.
Solutions
We worked with creators across TikTok and Instagram to produce content that celebrated three different sides of their personalities.
Our TikTok creators produced voiceover video content that showcased their different personalities and the song choices and playlists that suit them. By using popular hashtags and engaging with their followers, they were able to reach a wider audience and generate more interest in Spotify.
Similarly, our Instagram creators utilized the carousels function to show their diverse personalities and used their captions to explain the link between the song and their personalities. By tagging Spotify and using relevant hashtags, they were able to reach a wider audience and encourage more people to engage with the brand.
Overall, our influencer marketing campaign was a huge success, driving mass brand love and affinity with Spotify among Gen Z users in the UK and Ireland. By leveraging the power of TikTok and Instagram, we were able to connect with our target audience in a meaningful way and increase the number of monthly active users for Spotify.
Olivia Neill:
Increase awareness of Olivia Neill’s podcast, ‘Inner Monologue’
Challenge
Generate mass awareness and hype around the then, new season, of Olivia Neil's podcast amongst Gen Z audiences. We were tasked with reaching return listeners from previous seasons and introducing the content to a new audience.
Solutions
We provided our creators with two popular soundbites from Olivia’s podcast and challenged them to leverage the then-popular ‘inner monologue trend’ on TikTok. It saw them create fun and engaging content, acting out the soundbites as if they were their own inner monologues. This strong creative rolled out in a TikTok first campaign allowed us to reach the Gen Z audience with amazing delivered results.