Project: Spotify for Pets (2020)

Position: Director, Influence & Communications, 2 Degrees

Role: Agency Lead, Creative & Communications Strategy

The Spotify Pets campaign was a unique project that blended music, technology, and our collective love for pets. The campaign's central feature allowed users to generate personalised playlists for their pets by inputting their pet's characteristics into a specialised Spotify microsite. To lend credibility to the campaign, we collaborated with an animal psychologist who highlighted the diverse ways animals respond to music, providing a scientific foundation to our initiative.

We also created customised gift packages for pet influencers and influencers who owned pets. These packages included pet-themed goodies like customised frisbees, treats, neckerchiefs, and vinyl records, enhancing buzz for the launch.

The campaign's innovative approach resulted in significant media attention, including segments on The Daily Show with Trevor Noah and CBS This Morning. This initiative celebrated the unique bond between pets and their owners while highlighting Spotify's dedication to delivering innovative experiences at the intersection of technology, lifestyle, and music.