Spotify Spain

The Objective

Spotify, one of the world’s biggest names in music streaming, wanted to drive awareness and engagement of its PEGAO playlist amongst users in Spain. In collaboration with UM (Spotify’s Media Agency), and seeking to run a campaign in the most fun and entertaining way possible, they knew that TikTok was the only platform to turn to.

The Solution

Hashtag Challenges are a surefire way to create a big buzz in our community. One of our most popular ad solutions, they fuse creativity with moments of joy to represent the best of TikTok and our community. For Spotify, they decided to embrace the TikTok community with a Hashtag Challenge that would bring users together through the power of dance.

Titled #SpotifyPEGAOplaylist, the challenge kicked off with a supporting TopView and In-Feed Ads featuring videos of Creators performing the dance steps. Containing a few familiar moves alongside the special ‘PEGAO’ move, users were encouraged to copy along while adding their own special signatures to the routine.

The addition of the Super Like feature helped drive even more engagement amongst users, and coupled with a visually captivating Display Card add-on for the In-Feed Brand Premium Ad, Spotify’s ads saw a major boost to their campaign’s overall performance.

The Results

Lasting for six days between 9 - 14 March, 2021, the Spotify Hashtag Challenge was a huge success, yielding some incredible engagement and exposure for the brand amongst young people in Spain.

Close to 200,000 videos were created by more than 79,000 users during the campaign, with an astonishing 55 million impressions. Alongside the content, an engagement rate of 12.89% was recorded, clearly demonstrating how impactful a Hashtag Challenge can be when the call to action is clear and its launch is supported with popular Creators.

This fun and easy challenge found the perfect home on TikTok, proving the platform’s ability to provide brands with a creative and authentic method of engaging with their target audiences.

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