At a time when many brands are associating with social causes to produce serious and emotional content that would depict them as purpose-driven, it’s hard to find someone creating funny, light-hearted stuff that cuts across the plethora of brand communication thrown at the consumers.
Recently, in a smart and effective strategy, Spotify India collaborated with comedy content creators to promote its ‘Burnlist’ on the app.
The music app brought on board Rohan Joshi, Rahul Subramanian, Sumukhi Suresh, Saloni Gaur, Kaneez Surka and Kenny Sebastian to roast Tanmay Bhat. These content creators posted videos on their Instagram handles, taking jibes in a funny manner at Tanmay, while promoting innovative and unique ‘Burnlist’ playlists on Spotify through subtle integrations in content.
Tanmay was a Co-Founder at All India Bakchod, which was shut after the #MeToo movement controversy. AIB was known for its ‘Knockout’ celebrity roast videos. In the same manner, in this Spotify campaign, Tanmay’s comedian friends roasted him while sharing their Burnlist on Spotify.
Instagram posts by comedy content creators for Spotify:
Rohan Joshi:
Rahul Subramanian:
Sumukhi Suresh:
Saloni Gaur:
Kaneez Surka:
Kenny Sebastian:
Tanmay Bhat:
Campaigns like these really stand out in the clutter of content because these influencers and content creators are brutally honest, yet comical in their approach, which is what audiences and followers enjoy watching.
In an estimated media value of more than Rs 20 lakh, the brand was able to garner over 18 lakh reach.
As evident from the Sheeko’s activity graph, Spotify India has always been active on digital platforms in the past, and this campaign has the highest reach since Aug.
Sheeko Brandscore graph of Spotify’s on Instagram for time period August 24, 2020- October 26, 2020:
Sheeko Brandscore graph of Spotify’s performance on Instagram in a year:
/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/post_banners/53d8ccd4a4b6e7fc103f01707cd7fb4bc009dd3468c4f9dfef2e6ba89eaabccd.jpg)
/buzzincontent-1/media/post_attachments/edd9947c08932a25e2c91fe241fbdefdda8041943a6814d1c96ad033ff84c044.jpg "publive-image")
/buzzincontent-1/media/post_attachments/5fc6f1d0a5d1aebbbe1888ba837879d79b486540a73fc268ee1cfbf77fed785d.jpg "publive-image")