Spotify has launched the “Empowered by You” brand campaign in Germany, Austria and Switzerland. Personalities from the fields of music and podcasts, as well as influencers, share messages about their personal “empowerment” moments.
– February 15, 2022
–The campaign aims to appeal to Gen Z, specifically the more introverted 16-24 year olds. With the activation, the streaming service wants to encourage young people to get in touch with each other even more, to learn from each other and to find their own voice.
part of «Empowered by You»campaign are the musicians Badmómzjay, Layla, Loredana, Luna and Rin as well as podcast hosts like Luisa Neubauer, Rezo and Julien Bam. Together with selected influencers, they talk about their personal careers and the people and moments that have empowered them.
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“Due to the constant presence and self-portrayal on social media, many young people feel a great deal of pressure to be perceived as unique and individual. Rather introverted people without a strong sense of mission can have a hard time making themselves heard,” explains Heiner Kuhlmann, Head of Marketing Spotify GSA.
«With Empowered by You we cannot take this pressure off them. But we can encourage them by showing people they admire and who know the ups and downs of life. Despite the obstacles, everyone involved in the campaign managed to find their way and express themselves in their own style.»
Strong multi-channel campaign
The digital measures of the campaign include online video advertising and display ads. The motifs pick up on the personal stories of the artists, podcasters and creators.
Social media channels booked include Instagram, Facebook, Snapchat, TikTok, Twitch and YouTube. With Snapchat, users can use a Snapchat lens in the design of the campaign to express who “empowers” them and encourage other users to share their own story as well.
From the beginning of March, a large-scale blow-up at the Kottbusser Tor in Berlin should ensure special visibility. The OOH motif shows the artist Loredana.
The campaign runs until mid-March in Germany, Austria and Switzerland and was implemented by Spotify in cooperation with Dojo, Universal McCann Germany and Schröder+Schömbs PR.
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