Spotify - Find Your Feels

How do you get Gen Z to think Spotify is a platform that understands them?

In order to reverse a decline in monthly active listeners and increase brand love for Gen Z we created a content led influencer campaign that helped them to find their feels through the power of music. The campaign boosted 91K MAU and increased brand love amongst 18-24s.

Transformation objective:

Spotify was seeing a decline in Gen Z monthly active users, whom didn’t think the platform was cool or relevant to them. So, we needed to drive brand love and reverse the decline in MAU with this audience.

Transformation approach:

By using Spotify, Gen Z have the freedom to listen to endless genres, songs, and lyrics, enabling them to explore all the fun, vibrant, messy, and awkward ways they’re feeling, and find the confidence to share their voice and beliefs with the world.

In a campaign called ‘Find Your Feels’ we showcased 5 influencers - from an award-winning Gay Times contributor to a professional footballer - in five short films, talking about three songs that had shaped them. This was accompanied by their own playlist on Spotify that audiences could listen, dance, and find their feels to.