As a global streaming music service, Spotify wanted to find its way into more company marketing plans. Crain knew the perfect audience — advertising agencies — and how to create highly engaging content to bring them into the Spotify experience.
We started by expanding Spotify’s sponsorship of an AdAge Digital Advertising Conference, where we reinforced the link between marketing and music by launching “Resonate” an online music community that introduced ad agencies to new sounds and new connections. The integrated content campaign for Resonate included print and digital display ads, email blasts, and targeted direct mail. We promoted agency playlists and wrote editorial. We even invited Spotify to sponsor our popular “Agency Family Tree” posters.
The result? We brought over 250 agencies into the Resonate community where they engaged with Spotify as a brand, discovered new features and connected with peers. All to increase use of Spotify in their client campaigns.