The campaign is intended to appeal to Gen Z, especially the more introverted 16- to 24-year-olds. With the activation, the streaming service wants to encourage young people to get in touch with each other even more, learn from each other, and find their own voice.
Part of the "Empowered by You"-The campaign features musicians Badmómzjay, Layla, Loredana, Luna and Rin, as well as podcast hosts Luisa Neubauer, Rezo and Julien Bam. Together with selected influencers, they talk about their personal careers and the people and moments that have empowered them.
"Many young people feel a lot of pressure to be perceived as unique and individual due to their constant presence and self-presentation on social media. More introverted individuals without a strong sense of mission can have a hard time making themselves heard," explains Heiner Kuhlmann, Head of Marketing Spotify GSA.
"With Empowered by You, we can't take that pressure off them. But we can give them courage by showing people they admire and who know the ups and downs of life. All the contributors to the campaign have managed to find their way and express themselves in their own style, despite hurdles."
Multi-channel campaign with strong measures
The campaign's digital measures include online video advertising and display ads. The motifs pick up on the personal stories of the artists, podcasters and creators.
The social media channels booked include Instagram, Facebook, Snapchat, TikTok, Twitch and YouTube. On Snapchat, users can use a Snapchat Lens in the campaign design to express who is "empowering" them and encourage other users to share their own stories as well.
From the beginning of March, a large-scale blow-up at Kottbusser Tor in Berlin will ensure special visibility. The OOH motif shows the artist Loredana.
The campaign runs until mid-March in Germany Austria and Switzerland and was implemented by Spotify in collaboration with Dojo, Universal McCann Germany and Schröder+Schömbs PR.