Spotify #ThatSongWhen

Problem
Millennials saw Spotify as a tool that provides music streaming - that’s it. We set out to make an emotional connection.

Idea
We provided millennials with an authentic means for self-representation and connection with others, when we created #ThatSongWhen - a community focused on sharing personal stories through music and reenactments via social media and commercials.

Results
• 235K engagements across Twitter, Facebook, Instagram, Vine
• #ThatSongWhen playlists streamed over 900K
• During campaign monthly active users increased 29.6%
• Brand love went from 53% to 72%
• 15.9MM unique users reached
• +5800 #ThatSongWhenStories

2015 Cannes Lions International Festival of Creativity
SPOTIFY - #THATSONGWHEN
SHORTLIST CYBER - ENGAGEMENT PLATFORM

2015 Cannes Lions International Festival of Creativity
SPOTIFY - #THATSONGWHEN
SHORTLIST PR - COMMUNITY BUILDING/MANAGEMENT

Corinna Falusi // Executive Creative Director
Julliete Geraghty // Creative Director
Matt Le Meur // Creative Director
Conor Sheridan // Creative Director
Justin Via // Creative Director
James Spector // Senior Copywriter
Diana Castillo // Copywriter
Michael Roma // Senior Art Director
Justin Bettman // Art Director
Lia Khayami // Art Director