Spotify: Cultural Moments
Putting seasonal messaging to the test.
For its Cultural Moments initiative, Spotify was looking to measure the performance of creatives with seasonal elements, testing them against Business as Usual (BAU) ads.
Based on learnings from previous tests, our team developed a Labor Day campaign for Spotify Premium that focused primarily on testing the impact of copy on performance. We delivered two creative concepts, each included one set of creatives with seasonal copy & imagery, to be tested against a set of BAU assets. Offer messaging was also studied, comparing the performance of "1 month free" vs "3 month free".
Creative Direction: Sharon R. & Danilda Estevez
Art Direction & Illustrations: Sharon R.
