INDUSTRY
OUR ROLE
Brand Messaging, Brand Positioning, Creative Strategy, Social Creative, Full-Service Production
BACKGROUND
How does the most popular music platform get in on the AI craze? It builds a DJ that tailors the music you want to listen to with one tap of a button.
Spotify needed to carefully introduce this new product & tech innovation without disrupting the the brand at large.
THE ASK
We were tasked with introducing Gen Z and the world to 'X', Spotify's new AI DJ. Mixing your personal favorites and new music together seamlessly to match your day and vibe.
We started with a 60s connected TV spot to bring the product to life. In our story, our character is transported away from their desk and into a dream like state, exploring new locations and old memories, all at the tap of a button.
1B Organic
IMPRESSIONS
2.7k media stories
25.8m trending social reach
THE RESULTS
Our hero CTV and supporting 360 campaign across social and PR focused on the power of music and the emotions it brings out of us. The campaign resulted in record numbers of impressions for Spotify, making the AI DJ launch the biggest product launch for the company to-date.
Campaign Highlights:
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User Engagement: 2.3M users tried Spotify DJ at launch, dedicating 25% of their Spotify time to the product and 18% of monthly active users forming a habit.
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Media Impact: 2.7K+ media stories, generating 4.6B impressions globally.
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In-App Performance: Push notifications achieved an 8% CTR, driving 28.3M extra streams.
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Social Buzz: 17K social mentions, reaching 25.8M; a Gen Z TikTok trend emerged, with 900+ creators featuring the DJ’s AI voice.
