THE GOAL
Leverage TikTok to draw more Gen Z users to Spotify’s platform for audiobooks.
OUR APPROACH
Absurdist Humor
Relatability
Influencer Engagement
OH, YOU ON SPOTIFY?
Approach
TheIdea
VarioususersareshownusingSpotifywhiledoingtypical activitiesthey’ddowhilelisteningtomusic.Theyare promptedwithaquestion,onlytorevealthatthey’reactually listeningtoanaudiobookonSpotify.
WhyWouldThisWork?
Itpromotesabsurdisthumor.Astudyfoundthatthere isover99%confidencethatGenZstudentsfind absurdisthumorcontentparticularlyfunny. Storytellingthroughuseofarepeatedline.
Incorporatingstorytellingelements,suchasanarrative arc,canhelpestablishanemotionalconnectionwiththe audienceandincreasethelikelihoodofconversion.
sources:GhostRetail,BusinessInsider,JournalofStudentResearch
IT’S JUST AUDIOBOOKS
Approach
TheIdea
Dramaticsituationswhereasecret,confession,or seeminglyseriousannouncementisrevealedbutitturns out…it’sjustaboutlisteningtoSpotifyaudiobooks.
WhyWouldThisWork?
Itspeakstheirlanguage.28%ofGenZuserssay theypreferbrandsthatmakethemlaugh. It’srelatable.63%ofGenZuserssaythey’remore likelytobuyfromabrandafterseeingrelatable content.
sources:Yahoo,BusinessInsider,Edelman
THIS IS HAPPINESS Approach
TheIdea
UsingaudiobookexcerptsastheTikToksoundand creatingvlog-stylevideocontenttomatchthesentiment oftheexcerpt.
WhyWouldThisWork?
Itleveragesinfluencerpower.92%ofGenZusers trustvlog/day-in-the-lifecontentfrominfluencers. It’smemorable.TikTokusersare1.3xmorelikelyto rememberproductspresentedinavlog/personalstory formatversusatypicalad.
sources: LinkedIn,Hootsuite
BONUS BIG IDEA
YOUR LIFE’S SOUNDTRACK
Multimedia campaign that takes the viewer through the journey of improving their mental health and finding happiness, simply by taking the first step of listening to audiobooks.
PEACEPLAYLIST RECOVERYRADIO
A sad person tries listening to audiobooks and it helps them find joy again
An overwhelmed person tries listening to audiobooks and finds a sense of calm.
LONG AD: SHORT AD: TIK TOK:
THISISHAPPINESS
Everyday people find happiness in their daily lives to the tune of audiobooks
