SPOTIFY THAILAND
CREATING EMOTIONS
THE CHALLENGE
More than music, more than good vibes, Spotify is the product of a generation, embodying the wild twenties-something always moving with a hint of tech-addiction. So when Spotify came out rolling in last year, aiming at taking over Thailand, we knew something good was in the works. But let's face it, no one had been waiting for Spotify here, with a local competition well-established and an industry booming like never. Spotify came then as the small player, and we loved that.
THE IDEA
Driven by passion, consumed with emotions, music appeals to your heart. Your soul and your guts. So for us at Sticky Rice, it only made sense to jump right in there, creating pieces for users to relate to. But not so fast. See, Thailand produces some of the most involved and hardcore fans in the world and winning them over is not about pampering them but about listening and connecting with what they say. Spotify is social. Spotify goes local. The rest was history.
OUR RESPONSE
Spotify had been around for a few month already, their big entrance in Thailand had been made, seen and "milked". Now it was about pushing it to the next level, building meaningful connections, creating playful conversations while providing value to our followers. So we created and designed weekly social media "rendez-vous", recurring open topics where fans and non-fans would join the conversation and share their thoughts :
...Keeping a strong focus on creating powerful contents and engaging formats
GIFs & Motion Designs
Artists Videos
Blog Posts
This new content strategy delivered an immediate overwhelming feedback from our audience, jumping in sharing their favorite playlists, music tastes, latest discoveries... bringing a strong sense of community.
+81%
Engagement*
+277K
Videos views
97,3%
Positive brand sentiment
*Performances are given over a 6-month period
So far, so good. Shall we take it up a notch ?
#SpotifyOnStage is among the brand's biggest yearly event, a huge concert loaded with international and local artists. And for the very first time it was hosted in Bangkok!
Sticky Rice was hired to produce every pieces of content prior, during and post event. From Social Media ads to live coverage, artists interviews, queue talks, concert photos and video shootings, it was about creating a unique and viral experience that would last online for years to come.
We re-created a full Studio set where we produced and filmed artists interviews, shoutouts, to be posted and edited right on the spot, ensuring a smooth social media continuity all throughout the concert.
IG stories with Artists
Live Coverage
Sneak peek at the Sticky Rice production team creating magic 👌🏻
Photo & Video Shooting
RESULTS (2 days)
VIDEO VIEWS
CONTENT PRODUCED
3,000
44,000
CONTENT REACH
3 500 000
