"Song"thing
Creative Campaign & Community Engagement
A creative campaign developed for Meller to connect with its community through Spotify.
Instead of a traditional message, we created a playlist designed to be read rather than listened to, using song titles to express gratitude. The campaign was supported by a newsletter and Instagram Stories, driving traffic to Spotify to increase followers, engagement and community interaction.
2023
Scope
Creative Concept, Art Direction, Content Design, Email Marketing, Social Media, Digital Campaign
Overview
Create a non-traditional campaign to strengthen the relationship with the Meller community, increasing engagement and encouraging users to connect with the brand on Spotify.
Approach
Developed a concept-driven playlist where song titles formed a narrative message, transforming Spotify into a communication channel.
Designed supporting assets for newsletter and Instagram Stories to drive traffic and maximise reach, ensuring a cohesive experience across platforms.
Outcome
Delivered an engaging and original campaign that strengthened community connection, increased interaction and encouraged users to follow the brand and its playlists on Spotify.
