concept
The challenge
Spotify’s strategy in France aims at supporting 2 communication objectives: promote diversity in the French musical landscape, especially with a focus on French Pop/Variety ; and to reach a younger feminine audience. In that context, we were asked to imagine an advertising campaign to promote the first album release of the already well-known 19 years-old French singer: Bilal Hassani.
The approach
To do so, we decided to capitalize on the multi-faceted artist’s personality: his fame as a well-known Youtuber, his huge fanbase and his no-gendered label - with a love for wigs and makeup. As he has a very dedicated Gen Z fanbase who love to find out more about him, we thought that the release of its first album was the opportunity for these fans - and for everyone else - to discover the stories that helped inspire his new songs.
The outcome
We created “Behind the Wig”, a unique podcast series that explores the stories in the artist’s real life that inspired the songs on his album. This was the first ever podcast produced by Spotify France, which gave them an advantage over their competitors as the only place to hear directly from artists talking about their own albums. We also produced OOH print campaign and a digital one on social media.
The result
5k listeners (within the first 30 days following the release of the campaign