Submitted by TRIBE

The Future Is Spotify Creator Campaign

Influencer Marketing

TRIBE briefed creators to contrast old music formats with the Spotify FREE app for Spotify, and the agency reports a 5.80% engagement rate across 24 creator posts.

5.80%Engagement Rate
22.9KLikes & Comments
$0.14Average CPE
395.3KCombined Followers

Case in 60 seconds

Spotify needed creators to show an audience raised on physical formats how much easier listening to music had become, which is hard to make visible because convenience rarely registers once it is routine.

The brief turns on nostalgia rather than feature lists, because Aussies who once kept CDs on rotation in the car or waited on a download remember the friction, so the contrast with Spotify makes the ease felt.

TRIBE built the campaign on a then and now comparison, asking creators to set old music formats against the Spotify FREE app and name a favourite Spotify feature, so the product is shown through personal memory.

TRIBE briefed creators to submit posts contrasting old music formats with the Spotify FREE app while highlighting a favourite feature, and the page records 24 creator posts drawn from a combined following of 395,321.

TRIBE reports a 5.80% engagement rate across the posts, with 22,921 likes and comments and an average cost per engagement of $0.14, while the comments the page shows respond warmly to the app.

Strategy Breakdown

Aussie listeners old enough to remember CDs on rotation in the car, the wait for a song to download and a discman skipping on a run, as the brief describes them.
The page casts Spotify as the thing that made listening to music easier, which positions the FREE app as the answer to problems this audience once accepted as normal.
Listeners forget the friction once a habit becomes easy, so the brief brings back the skipping discman and the wait for a download to make the change visible again.

Creative & Execution System

Partners

  • TRIBE

Results & Evidence

MetricValue
Engagement Rate5.80%
Likes & Comments22.9K
Average CPE$0.14
Creator Posts24
Combined Followers395.3K

Why TRIBE's strategy worked

  1. 1

    Nostalgia for an old format's friction gives a convenience product something to be compared against, so the skipping discman or the slow download does the explaining rather than a list of features.

  2. 2

    Asking each creator to name a favourite feature turns a single brief into varied posts, because personal preference changes which part of the product is shown while the comparison itself stays constant.

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