SPOTIFY
SPOTIFY — TODAY’S TOP HITS
HOW DO WE TURN THE MOST POPULAR PLAYLIST IN THE WORLD INTO A SINGULAR BRAND ON SOCIAL?
Challenge
Today’s Top Hits is not only the biggest playlist on Spotify but arguably the biggest top hits “radio” station in the world. It marks the first truly global singular playlist that will become an official flagship brand, including its own always on TTH social brand. Spotify came to my team to create weekly, substantial creative programming plan across TikTok, Instagram and Twitter that keeps us #1 in music and gets artist & fans talking about us.
Approach
We looked at the competing DSP’s and realized we had the opprotunity to take a more approachable stance with our content. Yes, they are the biggest artists in the world, but they’re also human. The outcome was a Fan First strategy— we are the experts, but we also remember that our authority is derived from our audience. We would:
Appeal to the tastemaker
Attributable to Spotify without being overly branded
Act more like a person and less like a brand
Execution
We’ve built Spotify’s first global music brand through a handful of franchises such as “15 Seconds With” and “Making A Hit”. Spotify channels have become the best source for exclusive and bespoke content of the biggest artists in the world
Creative + Strategy