Overview:

In September 2023, Spotify teamed up with Olivia Rodrigo and AMEX to bring her new album to life in New York City with a highly-curated pop-up experience for over 5,000 fans (more info HERE). With Olivia's album being one of the most anticipated releases of 2023, this was a unique opportunity to capture the attention of both existing Spotify users and potential product adopters.

My Role:

I led all aspects of social media strategy + ideation and built out a multi-dimensional social campaign focused on promoting the event in advance, showcasing Olivia’s surprise appearance, driving fans back to the Spotify platform & cross-posting on Olivia’s own socials.

Results:

Through my social strategy, the Olivia Rodrigo GUTS campaign saw over 7.5M+ organic social impressions across all owned platforms as well as 4.4M+ earned social impressions from influencers who attended the pop-up.

Strategy:

• Content Concept Ideation: I spearheaded the development of social media concepts that would pre-promoted the event, showcase on-the-ground happenings, and engage fans/attendees after the event. This process began with the cross-functional team, where I guided the social strategy as it pertained to Brand & Creative, Artist Partnerships, Experiential Marketing, PR, Editorial, and Paid Media.

• Social Rollout and Content Calendar: I created a detailed social rollout and calendar covering multiple social accounts and platforms, including owned accounts (@Spotify, @TodaysTopHits) and external accounts (@OliviaRodrigo, influencers attending the event) on Instagram, TikTok, Twitter/X, Threads, Facebook, etc. This outlined the social strategy and the content that would be posted during each phase of the campaign. All social assets and content plans were briefed (via slide deck and marketing briefs) into internal creative teams & external agencies for graphic design support and on-site content production.

• On-Site Content Capture: I oversaw content capture production on-site, including artist content capture, bespoke fan interviews and Instagram Story coverage, as well as all on-the-ground tasks related to the social media plan, including real-time edits, approvals, copywriting, publishing & engaging with followers on-site.

• Paid Media & PR Amplification: In conjunction with the Paid Media and PR teams, I oversaw our content performance strategy to determine which content would be invested in with additional marketing dollars or pitched out for press support.

• Social Listening & Analytics: I performed social listening during and after the event, generated reporting documents & executive summaries to present to the cross-functional team and executive leadership, as well as provided recommendations on improvements and opportunities for future campaigns.