Spotify Cultural Moments
![](https://freight.cargo.site/t/original/i/a0f6b2b34796644c906d6ab783a6d8be18f1ef68602a0774d7ac58fc76d79e2f/sliceofcake_laborday_web.jpg)
The Brief
The Spotify OneSocial team came to us with an hypothesis: That consumers would be more likely to buy a Spotify subscription during seasonal ecommerce moments because they already have their wallet out with intent to purchase. For example: July 4th, Labor Day, Halloween, etc. By aligning Spotify Performance Marketing creative to these moments, CVR & SAC metrics would improve, and ultimately help drive an increase in Spotify Premium sign-ups.
The Creative Ask
They asked us to outline a seasonal ecommerce calendar and produce two everlasting creative concepts throughout 2021 that would adapt themselves to each seasonal moment, to be tested against a third brand new generic (non-seasonal, acting as the control group) creative to prove the above hypothesis.
The Execution
After the 5 initial concepts were presented, the Spotify team ended up selecting the Slice of Cake & Environment Experience themes. Below is demonstrated how these two themes were adapted to each seasonal moment (Labor Day & July 4th as of now, as well as how the Generic (acting as the control group) final ads looks like:
Generic Creative
![](https://freight.cargo.site/t/original/i/486b4be03ef3608383b80673230191ddd679ff0130493d3f4fac7dec3d7ce8b1/en_1200x628_2MFJuly4th_webconversion_image_us-generic-sliceofcake-purple.png)
![](https://freight.cargo.site/t/original/i/5925c61a3d742b17c7b81c465fc69232c8e910a77f56f0f237ad49e4c672f633/en_1200x628_2MFJuly4th_webconversion_image_us-generic-environmentexperience-yellow.png)
Labor Day Creative
![](https://freight.cargo.site/t/original/i/1ff838fbf213b5abaa5b167878c5316f94ddf4e320689e6cd6488c8e63407be1/en_1200x628_3MFLaborDay_webconversion_image_us-laborday-sliceofcake-yellow.png)
![](https://freight.cargo.site/t/original/i/4a0089a961ff873f32f5125d6b79392ac92cf391a1da22d2996ff1e1e31454e0/en_1200x628_3MFLaborDay_webconversion_image_us-laborday-environmentexperience-yellow.png)
July 4th Creative
![]()
Halloween Creative
![]()
![](https://freight.cargo.site/t/original/i/7aa8505edbe098a8704d3273d94a58d284bc7bf101b5a9225ba1311ab6d26c58/en_1200x628_2MFJuly4th_webconversion_image_us-july4th-environmentexperience-pink.png)
![](https://freight.cargo.site/t/original/i/d03195edeb3ddbcd4582fd87b44c1a3466f09254d24ce8491456034524b711da/en_1920x1080_2MFHalloween_webconversion_image_us-halloween-environmentexperience-green.png)
Black Friday + Cyber Monday Creative
![](https://freight.cargo.site/t/original/i/d8982028e5ee132918f0581573fe15a30498180997e6c56d7528b1601ec6ba11/en_1920x1080_1MFblackfridaycybermonday_webconversion_image_us-blackfridaycybermonday-sliceofcake-green.png)
![](https://freight.cargo.site/t/original/i/e578483270c2342170cb4e545e8fbd28e59bd14af12e1dea16ab96bf23c6a696/en_1920x1080_1MFblackfridaycybermonday_webconversion_image_us-blackfridaycybermonday-environmentexperience-green.png)
Holiday Creative
![](https://freight.cargo.site/t/original/i/f06db3950ec4854179eccca7cfcc1b91186a186b0c339c8892062f75f34579f8/en_1920x1080_3MFholidaynewyearsLTO_webconversion_image_us-holidaynewyears-sliceofcake-pink.png)
![](https://freight.cargo.site/t/original/i/d8dbaf3e3cdc2aa55824524d606d722ca3c903cb33581463daab08ba172b4c4a/en_1920x1080_3MFholidaynewyearsLTO_webconversion_image_us-holidaynewyears-environmentexperience-pink.png)
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Agency: Smartly.io Creative Studio
CD, Strategy, Design, Illustration: Sharon Romang
Motion: Rachel Lewis