Project: Spotify for Plants (2021)

Position: Director, Influence & Communications, 2 Degrees

Role: Creative Strategy, Comms & Social

As the Spotify lead at 2 Degrees, I helmed a project that merged the comfort of greenery with the joy of music. We spotlighted the increase in plant-related playlists (yes, really) during the pandemic, bringing attention to this trend through data storytelling, and influencers including PlantKween, Kelly Wearstler, and Darryl Cheng.

The strategy involved generating press coverage in niche home and decor outlets - diversifying Spotify’s storytelling channels - while driving social engagement through influencer partnerships.

To celebrate the Plants campaign, select media and influencers were sent a custom gift package to ‘listen & grow’ with Spotify. The mailer kit was custom printed and personalised for each recipient and included a Botanical Beats LED light indoor grow garden with 2 live succulent plants, potting materials and seeds to grow your own Dancing Plant, and a Google Home Mini speaker. The kit also featured a code to Spotify’s own Music for Plants playlist to keep the vibes high for the recipients and their green families.

The campaign resulted in millions of impressions and substantial media coverage, including a segment on CBS This Morning, showcasing Spotify as a platform where culture thrives, intertwined with daily life through music and personal interests like houseplant care.