FIJOLLA DURAKU
Spotify was founded by Daniel Ek and Martin Lorentzon on April 23rd, 2006. With access to millions of songs and other content from all over the world. They launched their digital Only You campaign on June 21, 2021.
Launching a new brand in the multiverse
The Challenge
How can we expand the earned media coverage from the Only You campaign and earn publications from a variety of outlets that aren't just about tech and music?
The Target
"The Music Sharer and Connection Explorer"
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Younger Millennials & Gen-Z
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Music lovers
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Needs to share their favorite songs and music with those they love and experience new connections.
Insight & Message
The Insight:
Millennials and Gen-Zers want to celebrate their music taste through a shared experience.
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The Message
Where words fail music speaks.
Fusing the Multiverse & Human Connection
Millennials and Gen-Zers are looking to create physical shared experiences with one another, especially after the pandemic. The 'Only You' Dinner Party will give them a safe space to create shared experiences and make new connections with their peers. Bringing what Spotify already does in the digital verser out into the physical.
How It Works
Connecting the Multiverse of Spotify to the human connection and creating everlasting memories through THE ONLY YOU Silent Disco Cocktail/Mocktail Party: ​
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The silent disco party will be in NYC where attendees can enjoy their music but also connect with peers without feeling pressured. There will be a separate room where participants can do and converse with each while also sharing their favorite music. We will also have astrolger Maren Altman there who will be reading partcipants charts and their 2024 planet transitions. ​To play on the theme of the campaign the food, drinks, and decorations will all be following the astrological theme so for example cocktails and mocktails made for each zodiac sign. People will also get to share their experiences on social platforms using our branded #.
#Party4OnlyYou
Expanding Connections into the Multiverse
Monet Micahel
She does a lot of GRWM for events and content sharing her experiences with her friends. She will create a GRWM for the event, content at the event interacting with her peers, and a video after the event talking about her experience.
Maren Altman
Maren makes content on the zodiac signs and how the current transits will impact them. She will be at the event digging a bit into some of the participant's astrological charts and how the current transits are going to impact them.
Brandon Welfel
He makes content on photography sharing tips and recent shoots he's done. He will create content at the event showing his followers how they can take event pics with the lighting at the event and get the best pictures out of it.
Kim Wootak
Makes content on cocktails and alcoholic drinks. Educating his followers on how to create them. he will create content at the event by mingling with others and trying the cocktails. And after the event, he will make content recreating the drinks.
Creating conversations and coverage in the multiverse
There will be branded social media posts about the upcoming event and chosen influencers will post about it as well.
The story to pitch:
Spotify takes its Only You Campaign to new heights by bringing its digital world to the physical moment.
VICE
bon appétit
CUT
THE
FOOD & WINE
Measuring growth through the multiverse
KPI Metrics
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+25K followers across platforms
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+7M Impressions
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+10K hashtag uses #Party4OnlyYou
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Increase app downloads and subscriptions
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10-15 Media outlets
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Tem Creds:
Jourdan Ntebu
Gabrielle Babson