How to reach a multifaceted target audience while sustaining a consistent global message around your brand ? And how to generate a qualified traffic towards a service, rather than a product, while creating efficient content aligned with your storytelling ?
For Spotify, Ykone has designed and implemented an efficient and scalable influencer program able to guarantee brand visibility over the digital sphere throughout the year.
For this, Ykone gathered a club of 20 ambassadors matching the different musical profiles provided by the platform and corresponding to the target audience based on a solid data driven & PR methodology. This method allowed Ykone to propose relevant ambassadors activations to each KOL profile and get them more involved during the year.
The architecture of the conceived program allowed a fil rouge / long term visibility approach, while keeping room for opportunistic commercial moments for the brand, such as festivals partnerships, student offers, playlists pushes, exclusive meet & greet with Ed Sheeran, Bruno Mars, Muse...
With a mix of paid & non paid activations, the “Spotify Insiders” program has generated a massive coverage, exceeding all expectations. The program will continue in 2019 and will answer specific marketing verticals such as: how to reach millennials through hip hop playlists ? Or how to impact their way of consuming music: leading the transition from listening music on youtube to using the Spotify platform ?