OVERVIEW

Every year we celebrate our annual Best New Artist party which celebrates that year’s GRAMMY nominees. With any event, the challenge is always about figuring out how we can engage the audience at home who isn’t in attendance. That’s when Close Friends was born. For the first-time-ever we launched a Spotify Close Friends which invited people to get an insider look at the event, and even ask what they wanted to see. We featured interviews with artists and creators, behind-the-scenes looks and more.

MY ROLE

CAMPAIGN MANAGER: I was responsible for coming up with the idea and executing it end to end. I created the brief, worked with partners at Meta and planned the campaign start to finish.

SOCIAL ROLLOUT & CONTENT CALENDAR: Once the idea was locked, I created the run of show and all of the content we were planning to publish on our socials. Including the invite which went out to people to join Close Friends.

ON SITE CONTENT CAPTURE & HOST: To get the most amount of content, I was positioned on the carpet interviewing the artists coming by and managing the content capture and delivery onsite. I would interview talent and publish to Close Friends real-time.

CREATOR PARTNERSHIPS: On the ground, I managed conversations with creators to ensure the amplification of the content on-site. We got personalized videos and even some special shoutouts.

COMMUNITY MANAGEMENT: I responded to nearly all comments that came through on Close Friends. It was important for the experience to feel like it would being on your friend’s Close Friends so community interaction was key.

SOCIAL LISTENING & ANALYTICS: Following the activation, I was responsible for delivering a report with social analytics and listening. This would help shape our approach for future campaigns.

THE RESULTS:

• We launched our first-ever Spotify Close Friends

• We had an engagement rate of over 20% across our content

• We developed a deeper connection with out community and saw above average positive sentiment