Spotify: Taking over TikTok

Spotify, an audio streaming platform, leveraged TikTok's popularity to boost brand love and engagement among Gen Z.

Campaign details

Brand: Spotify GmbHAgency: Universal McCann DeutschlandRegion: EMEA

Strategy

Objective

Generation Z's desire for Spotify was slowing down, so our task was to refresh Generation Z's interest in Spotify by boosting brand love and engagement in order to future-proof Spotify as a brand.

Target Audience

Spotify as an audio platform is generally liked by the audience, but it was losing its ground in momentum, energy, and magic to platforms like TikTok, where hypes, hot stuff, and music trends were emerging.

This challenge had to be addressed to regain the younger generation's interest in Spotify...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands