Overview:

On June 2, 2023, Foo Fighters released their new album But Here We Are, which was the first album they released after the tragic death of their drummer, Taylor Hawkins. Spotify wanted to collaborate with the band to promote this new album, however, due to the sensitive nature of this album, we didn’t have access to the typical promotional tools and access to the artist that we have for other releases. The solution to this was to focus on the lyrics of the new songs, giving fans access to the lyrics before the official release, by revealing new lyrics on Spotify’s Times Square Billboard and collaborating with the band to showcase these lyrics on social media globally.

My Role:

I led the social media strategy and execution of this campaign, building out a rollout plan for both Spotify and Foo Fighters social media accounts.

Results:

During a time when collaboration opportunities with the Foo Fighters was limited, Spotify was able to align themselves as a brand with the band in this important career moment. The collab post featuring images of the Times Square billboard reached over 500K accounts and got 33K likes and over 1K shares.

Strategy:

• Campaign Development and Creative Concept Ideation: Working closely with the cross-functional team, I helped ideate and bring this concept to life, including establishing the strategy, brief development, creative production, paid media planning, execution,  amplifying it on social media and analysis.

• Social Rollout and Content Calendar: I designed the social strategy and content calendar for this campaign, which included determining the best assets to use, which platforms to post on and how to effectively optimize and amplify this campaign.

• Execution and Partner Collaboration: I led execution of the campaign, which culminated in an Instagram carousel post in collaboration with the official Foo Fighters Instagram featuring all three lyrics that were revealed in Times Square.