Case Study: Spotify reclaims Gen Z cultural relevance with Seed

Spotify drives 56.7M impressions with Seed

The customer Spotify faced the challenge of being taken for granted by Gen Z, who viewed the platform as a utility rather than a cultural powerhouse. Their goal was to reconnect with this demographic and become their cultural platform of choice. To achieve this, they partnered with the vendor Seed.

Seed created "Greasy Tunes," a cultural hub in a transformed Shoreditch cafe. The solution featured daytime podcast events and evening live gigs with popular creators, with each guest receiving a unique playlist based on their breakfast order to highlight Spotify's product. The activation generated 56.7 million impressions, a waitlist of over 14,000 people, 2,700 claimed tickets, and four sold-out days, successfully sparking conversation and strengthening brand affinity for Spotify.

Spotify