Over the course of a year-long relationship with Spotify, I lead the team that developed social campaigns for the paid subscription level of the music app, Spotify Premium. By pairing dynamic graphics and animation with clever copy that speaks to music lovers of all genres, we worked with the Spotify team to come up with campaign themes that incorporated cultural trends and listening data to celebrate artists and the fans who love them.

Campaigns ran through artists’ social channels, primarily Facebook/Instagram/TikTok, using dark posts (posts that only appear on fan feeds). The use of dark posts allowed us to geo-target most relevant markets, convert free tier fans into Premium members, and also convert off-platform users.

Over the course of a year-long relationship with Spotify, I lead the team that developed social campaigns for the paid subscription level of the music app, Spotify Premium. By pairing dynamic graphics and animation with clever copy that speaks to music lovers of all genres, we worked with the Spotify team to come up with campaign themes that incorporated cultural trends and listening data to celebrate artists and the fans who love them.

Campaigns ran through artists’ social channels, primarily Facebook/Instagram/TikTok, using dark posts (posts that only appear on fan feeds). The use of dark posts allowed us to geo-target most relevant markets, convert free tier fans into Premium members, and also convert off-platform users.

Over the course of a year-long relationship with Spotify, I lead the team that developed social campaigns for the paid subscription level of the music app, Spotify Premium. By pairing dynamic graphics and animation with clever copy that speaks to music lovers of all genres, we worked with the Spotify team to come up with campaign themes that incorporated cultural trends and listening data to celebrate artists and the fans who love them.

Campaigns ran through artists’ social channels, primarily Facebook/Instagram/TikTok, using dark posts (posts that only appear on fan feeds). The use of dark posts allowed us to geo-target most relevant markets, convert free tier fans into Premium members, and also convert off-platform users.

SHUFFLE & DOWNLOAD

To initiate subscription sign-ups, we emphasized two key free membership pain points / paid Premium membership benefits: 1) no forced shuffle on album plays and 2) the ability to download music for offline listening — by utilizing clever visual metaphors to catch eyeballs in a feed scroll.

SHUFFLE & DOWNLOAD

To initiate subscription sign-ups, we emphasized two key free membership pain points / paid Premium membership benefits: 1) no forced shuffle on album plays and 2) the ability to download music for offline listening — by utilizing clever visual metaphors to catch eyeballs in a feed scroll.

SHUFFLE & DOWNLOAD

To initiate subscription sign-ups, we emphasized two key free membership pain points / paid Premium membership benefits: 1) no forced shuffle on album plays and 2) the ability to download music for offline listening — by utilizing clever visual metaphors to catch eyeballs in a feed scroll.

BIRTH CHARTS

In this campaign, we built upon Spotify’s existing astrology themed initiatives by deveoping artist birth charts. The birth chart is completely unique to each person, and many believe it offers a glimpse into behavioral tendencies and the way people express themselves. 

We gave fans the chance to better understand and connect with the artists they love by bringing each artist’s birth chart into the creative—painting an astrological portrait of them that includes their birth date, time, place; zodiac sign; element of their sign (earth, wind, fire, water); and their dominant personality traits. Each artist template was custom generated using code.

BIRTH CHARTS

In this campaign, we built upon Spotify’s existing astrology themed initiatives by deveoping artist birth charts. The birth chart is completely unique to each person, and many believe it offers a glimpse into behavioral tendencies and the way people express themselves. 

We gave fans the chance to better understand and connect with the artists they love by bringing each artist’s birth chart into the creative—painting an astrological portrait of them that includes their birth date, time, place; zodiac sign; element of their sign (earth, wind, fire, water); and their dominant personality traits. Each artist template was custom generated using code.

BIRTH CHARTS

In this campaign, we built upon Spotify’s existing astrology themed initiatives by deveoping artist birth charts. The birth chart is completely unique to each person, and many believe it offers a glimpse into behavioral tendencies and the way people express themselves. 

We gave fans the chance to better understand and connect with the artists they love by bringing each artist’s birth chart into the creative—painting an astrological portrait of them that includes their birth date, time, place; zodiac sign; element of their sign (earth, wind, fire, water); and their dominant personality traits. Each artist template was custom generated using code.