Who doesn't love Spotify? Well, until recently, millions of Brazilians who preferred free illegal MP3s. How could we connect with this pesky audience?
First, the experience of using Spotify — and its awesome algorithm suggestions — was translated with a tagline: "Where will the next track lead you?". It was visually presented with a quite poetic film. Click play, if you will.
Now, the brand needed a daily relationship with its audience.
Spotify sees itself as "by music fans, for music fans". So we decided to make sure everyone knew it was the most knowledgeable streaming service in the market. To do so, we had three main execution solutions.
Gabriel o Pensador.
Smashing walls, expanding horizons.
First, a documentary series was launched with stories that changed the course of Brazilian music. The first documentary was about Gabriel o Pensador, the first Brazilian rapper that reached the mainstream.
This is the poster for the documentary launch in theatres. Scroll down for the trailer.
And here's the full doc, if you're so inclined:
The documentary was launched in movie theaters and on Facebook, in three separate episodes, amassing more than 2 million views.
Second, a bi-weekly talk show playing solely on Facebook. Interviews were conducted with Brazilian music heroes such as Caetano Veloso and Gilberto Gil, upstart artists with few plays like Leo Justi and even international bands touring in Brazil.
Almost 20 shows have been produced and launched so far, with more than 30 interviews.
Finally, daily posts that read more like Wikipedia pages, full of stories and links displaying the endless connections between songs and artists. Here's an example.
This is a recent post about the newly-released posthumous album by Sabotage, a Brazilian rapper that died 13 years ago and remains highly influential.
The post describes the 10-year process of creating the album, with curiosities and stories on each of the songs and the invited guests.
Facebook recommends that posts are kept to short copy. However, one year of daily posts later, it can be said that our long copy posts are still huge successes, generating lots of interest and fan engagement.
What I learned working on this project:
• Great product, great brand, smart clients, awesome client-agency relationship: loads of fun.
• Interesting content makes all rules go out the window.