Results and impact of a social media audit and content playbook in the wild for Spotify for Podcasters

Spotify for Podcasters Wrapped 2022

case study

Client:

Let's deep dive into the deets:

Market Strategy and Launch based on Content Playbook

Spotify for Podcasters is the podcast creation tool and brand focused on empowering creators to grow and connect with their audience. Wrapped is one of the largest annual activations at Spotify, including a creator focused integration that summarizes the analytics and growth of qualifying podcasts. The project intersects many different teams within Spotify and has an international audience.

My role was to lead the planning and execution of the go-to-market strategy for Spotify Wrapped, which included both influencer and organic content launches across Instagram, TikTok, Facebook, Facebook Group, Discord, LinkedIn, and Twitter now ‘X’). 

Project Scope

Project Description

Market Strategy and Launch based on Content Playbook
Creative Direction
Influencer Strategy and Management
Social Media Coordination
Community Management
Reporting and Analysis

Creative Direction

Influencer Strategy and Management

Social Media Coordination

Community Management

Reporting and Analysis

The Solution

To wrap (😏) it up into a question:

The virality of #SpotifyWrapped comes from social sharing. The consumer side of Wrapped garners high engagement because people are proud and identify with their music choices. With the Spotify for Podcasters audience, we need to be conscious of different emotional journeys and creator stages.


An integrated influencer and organic content strategy launched in three phases.

How do we create a universal, shared digital experience that establishes our presence with a diverse creator-centered community?

The Challenge

#Spotify wrapped

Results

Outperformed YoY results in:
-Organic Social Media Reach
-Organic Social Media Engagement
-User (Creator) Wrapped Engagement 

100M+ in Earned Media

Solidified key relationships and future opportunities with influencers that reach our target audience—we partnered with 30+ creators!

Realized primary brand and activation goals, from highlighting emerging creators, to improving creator <> fan relationships

A built and reusable social listening dashboard for future activations

Effective brand alignment in tone, voice, and content strategy

Unlock the full potential of your brand

with a seasoned Social Media Manager who has successfully nurtured accounts from 3,000 to 150,000 followers. Working with me is having access to a dynamic mix of content formats, grounded in a profound understanding of the social landscape. Let's turn your challenges into opportunities together!

Elevate your strategy