Spotify VIP
Spotify sought to enhance its brand engagement by moving beyond mere promotional posts to fostering genuine connections with creators. The objective was to transform fleeting moments into larger cultural movements, effectively using people to build a brand narrative and not just rely on traditional posting strategies.
The Challenge
Spotify sought to enhance its brand engagement by moving beyond mere promotional posts to fostering genuine connections with creators. The objective was to transform fleeting moments into larger cultural movements, effectively using people to build a brand narrative and not just rely on traditional posting strategies.
The Solution
Spotify launched the VIP program, involving 106 creators who were given exclusive early access to music, behind-the-scenes content, and front-row seats to significant cultural events. Over six months, the program executed more than 30 activations, including live events and product drops. With personalized onboarding, concierge-style support, and real-time coordination, creators were deeply integrated into the experiences, ensuring they participated authentically rather than just promoting.
The Results
The program generated over $2 million in earned talent value and garnered 37 million views driven by the Wrapped 2024 initiative alone. With a 90% post rate across the curated creator squad, the program effectively built brand loyalty and created buzz, underscoring its success in reshaping how creator partnerships work.
More Success stories
Xbox Game Pass
Influencer and Xbox partnered with a selection 5 diverse PC gamers from both top tier and macro levels with highly engaged audiences in the US and UK to raise awareness and drive conversion of the new Friend Referral feature. The campaign focused specifically on PC gamers, rather than gamers in general, which required in depth sourcing and vetting processes but was driven through with the hope that the campaign outcome would resonate better with the more targeted audience. Because of this, the content created was authentic to each creator and their audience which led to a high level of diversity in creative that could then be pushed out in paid format. This campaign was executed in under 10 business days from kick-off to execution which required seamless communication and strict timelines. The campaign's performance metrics underscore the remarkable level of engagement it achieved, with over 34 million views across five pieces of content. An impressive 5.8 average watch time and a 25% 6-second view rate highlight the campaign's effectiveness in captivating the audience. This success demonstrates the importance of using authentic and relevant content, as well as integrating the brand through elements such as logos, text overlays, or audio to maintain audience attention. Through the success of this campaign Xbox has already renewed with us for future campaigns.
Channel 4 Rise and Fall launch
For the launch of the new Channel 4 TV series Rise & Fall, we worked with some of TikTok’s most iconic comedy and lifestyle creators and duos with a combined audience of +9M such as; GK Barry, Moyo & Woody and Kleiny. Creators were tasked to compete in the Rise and Fall Branded Effect challenge, to drive talkability, encourage users to engage with the filter on TikTok, and in turn tune into the new show. The branded effect was built specifically for the show’s launch. The brief tasked us to find suitable creators who aligned with two personality groups ‘grafters and rulers’ as seen on the show. We were able to successfully tap into our knowledge of different communities on TikTok to find creators who represented both categories.
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