Creating a Platform to Connect with U.S. Hispanics
Spotify wanted to focus efforts on growing their U.S. Hispanic user base and drive this audience to engage with the platform’s unique features, like making custom playlists. To do this, Spotify looked to RockOrange to create a platform based on research and app usage data that would spark a change in consumer behavior for this audience.
We developed “Soundtrack de Mi Vida,” a campaign that featured the creation of playlists by Latin celebrity influencers (debuted weekly), where they shared their personal antidotes of the successes and struggles they face in America today. The campaign included a call-to-action to drive Spotify users to create their own #SoundtrackDeMiVida playlists that told their life story, a call-to-action to use the in-app playlist feature.
The campaign concluded with an artistic installation event for media and influencers in New York City: “Soundtrack de Mi Vida: Sound Capsules.” The pop-up event brought to life the diverse pertinent issues facing Latinos today, such as the crisis in Venezuela, the struggles of immigrants, DREAMers, gender inequality and limited rights for the LGTBQ community. Guests were moved by the physical representations of these struggles and successes, as they simultaneously, audibly embraced the celebrity influencers’ playlists through provided headsets.
The campaign engaged seven Latino influencers and generated 110 feature stories and online mentions.
Total campaign impressions exceeded 200 million. The NYC event was attended by over 130 media including The New York Times, USA Today, Life & Style, BuzzFeed, Univision, NPR, Latino USA, People en Español, New York Post, InTouch Weekly, and more.
Most importantly, we drove 156,251 new Spotify listeners on the Soundtrack de mi Vida playlists.