Song Psychic

Spotify

Role: Creative Social Lead

Company: Freelancer

Industry: Streaming App

Tools: Social Media

Results

The campaign was successful on the LATAM market with:

Organic Content

1.18M

Impressions

59.9K

Engagement

Paid Media

125M

Impressions

13.9M

Reach

Context

To capitalize on the growth potential of a newly launched platform feature, "Oráculo Musical" (Song Psychic), a strategic push was required. The feature allowed users to ask personal questions and receive a curated song as a mystical response, creating a highly personalized product experience.

Task

The objective was to architect an innovative, highly engaging omnichannel campaign spanning Out-of-Home (OOH), guerrilla marketing, and social media. The primary goal was to drive mass awareness and encourage immediate user adoption of the new feature across the platform.

Insight

In Mexico and Latin America, there is a growing interest in esoteric traditions. This is evident from the increasing number of astrology conversations on social media, with 80K tweets in one month in LATAM. This trend presents a significant growth opportunity for us.

How we did it

We targeted Gen Z with a marketing campaign that used several touchpoints, such as OOH advertising in colleges, billboards on main avenues, social media, influencer marketing, and food truck activations. These experiences will direct people to a digital experience through a direct link or QR codes.

We aimed to grab the target's attention in a funny way by asking common questions such as "Is my ex-boyfriend thinking of me?" or "Should I look for another job?" across all platforms, simulating the functionality of the Oráculo Musical digital experience.

OOH

Many people believe in signs such as seeing hummingbirds, finding feathers, and noticing repetitive numbers like 11:11. To engage with these beliefs, we captured the target's attention by asking them questions they often ponder, such as "Will I find love on the bus?" or "Should I change careers?" We also used a song as a response. These questions were designed to be effective in specific locations such as schools, bus stations, and office neighborhoods.

Guerrilla

• On social media, we posted questions on popular places such as taquerias and markets.

• The answer to the question, 'What will I eat today?' was found at a hamburger food truck with the Oracle look & feel. Each food package included a new question and a QR code to access the digital Oracle on Spotify.

• Using the digital platform, an influencer answered questions from people on the street. The interactions were filmed and shared on the brand's social media accounts.

Guerrilla

• On social media, we posted questions on popular places such as taquerias and markets.

• Using the digital platform, an influencer answered questions from people on the street. The interactions were filmed and shared on the brand's social media accounts.

Social Media

• We expanded our audience reach with the help of influencers. They endorsed the digital experience and answered their followers' questions using the digital Oracle.

• For our organic content, we recreated the Oracle experience through carousels and stories and provided a direct link to Spotify.

Learnings

• Cultural Listening Drives Adoption: Tapping into existing, high-volume social behaviors (such as the Gen Z astrology trend) provides a highly effective, native hook for driving new product feature adoption.

• Contextual "Phygital" Strategy: Bridging physical OOH and guerrilla placements with seamless digital QR handoffs effectively transforms passive foot traffic into active platform users.

• Simulating the Product Experience: Replicating the core user interface of a new feature within social content and physical ads lowers the barrier to entry by educating the user before they even engage with the actual platform.

• Cultural Listening Drives Adoption: Tapping into existing, high-volume social behaviors (such as the Gen Z astrology trend) provides a highly effective, native hook for driving new product feature adoption.

• Contextual "Phygital" Strategy: Bridging physical OOH and guerrilla placements with seamless digital QR handoffs effectively transforms passive foot traffic into active platform users.