Spotify

The Objective

Spotify Germany, the leading audio streaming service, partnered with the German UN-Refugee Agency and UNO-Flüchtlingshilfe (UNHCR) to raise awareness for all refugees, no matter who or where they are from as well as then generate donations to the cause off the back of it. 

The Solution

Spotify created a set of In-Feed Ads to drive its objective, using one of TikTok’s most established and much-loved ad formats to raise awareness. In partnership with agency DOJO, Spotify first created the hashtag #withALLrefugees as an extension of its 2021 campaign #withrefugees. Focused on authenticity, the creative worked closely with real refugees to tell their stories, educate the TikTok community as well as attempting to build a human connection with all refugees. Spotify decided to highlight the story of a young Ukranian woman escaping the war in Ukraine, a story of resilience,  including powerful video footage.

In-Feed Ads combine wide reach with deep engagement. Sitting natively in the For You feed, the ads maintain a subtle presence that encourages user engagement. 

The Results

The campaign performed exceptionally well, rallying over 13 million video views and over 205,000 interactions, thus demonstrating how engaged the community became.