Spotify Cultural Moments
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.
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:
Labor Day Creative
July 4th Creative
Black Friday + Cyber Monday Creative
Agency: Smartly.io Creative Studio
CD, Strategy, Design, Illustration: Sharon Romang
Motion: Rachel Lewis