Spotify Australia and New Zealand has launched its latest brand campaign, Connected By Spotify, featuring the new in-app experience, What’s Your Music Generation, which analyses a person’s Top 50 listened to tracks across the last 12 months to show their true listening generation.
With other recent feature releases including Daylist, Niche Mixes, and AI Playlists, Spotify’s head of marketing, Rosie Rothery, told Mediaweek the brand’s next challenge was working out “how to highlight the breadth of product innovations to local audiences across generations.”
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“To ensure the work resonates across demographics, we used these product innovations as the creative centre point to express how different generations are connected via Spotify,” Rothery said.
“Spotify’s passionate user base is made up of so many different demographics who listen in such unique ways, and we know through experiences like Wrapped that building our users’ surprising experiences inspired by their listening data is a unique gift that only Spotify can provide, so we created something for users across generations to talk about with each other.”
The campaign has been supported by a range of social assets developed by well known Australian influencers, with names like Kat and Deja Clark (@katclark, @more.dejankat), Ross Andrewartha (@rossandrewartha), and Tim Collins (@100percentthattim) on board.
“We looked for Australian trending cultural leaders across a range of demographics and niches, matching them to a juxtaposing influencer from a different demographic,” said Rothery.
“We have a mother/daughter duo, a new millennial dad matched with GenZ party girls, and an iconic comedic Australian social skit creator playing the role of multiple generations all in one asset. Creators’ creative flair and talent, audience size and engagement, diverse representation across a variety of demographics, and niche communities all played a role.”