Spotify / “Song For Every CMO”

Business Challenge: Despite audio consumption increasing YoY (+67% in 2020) audio advertising represented less than 2% of the average total media spend.

Goal: Convince top advertisers and CMOs that Spotify is a must-buy platform by showing the creative potential of personalized audio.

Ah-ha moment: CMO’s are music fans, too. What if we tapped into their listening data to create personalized songs?

Idea: Alongside our Agency partners at FCB, we created custom songs for the CMOs of Intuit, Kimberly-Clark, CVS, Indeed, and Frito-Lay that are fun, cheeky, and light-hearted. Each song is tailored to be about them and their brand and we have formulated a playlist that lives on-platform: Listen here. We’ve activated this story across owned social channels LI, IG, TW, FB (@spotifyads), ads.spotify, and in earned media with an exclusive story in Ad Age.

Results: 75% YoY Growth to the ads business in 2021, Adage called it one of the “most creative B2B campaign in years” earning 4 Cannes Lions and 8 Clio Awards!