As part of Converse’s successful Day Jobbers campaign, we leveraged Converse’s millions of followers to launch the #LoQueSoy (#WhoIAm) playlist on Spotify, and give some amazing, “unfollowed” musicians some much deserved exposure. But instead of just a typical sponsored playlist, we created an online experience where real people could free real bands from their day jobs.

We created Spotify’s first interactive music video that told the story of the double lives musicians have to lead, starring an unknown band: Lizar. People could switch to “day” to see the band in their day job gear, and to “night” to see them in their real rocker form. The video was accompanied by a playlist full of talented artists. The playlist also had a day job, complete with the sounds of frying burgers, grass mowing, and more. The more followers our playlist got, the more Lizar’s day jobs would fall away. Eventually, their day jobs disappeared completely and the band got to be their true selves 24/7. After the campaign, followers could return to the page and switch between day and night to see both sides of the story.

The #LoQueSoy (#WhoIAm) Spotify experience was a success, pulling in over 17,000 unique sessions, a 95% interaction rate, and an average of 5.5K daily users listening to the playlist. A total of 3.23MM impressions were delivered on Spotify and 47K clicks were generated over the course of the 30-day campaign. In just one week, we garnered over 6.3 million views and 70 million impressions on Facebook. It gained overwhelming support from the music community, and it was featured in prominent publications, like Rolling Stone and The Drum, exposing many previously “unfollowed” musicians and bands to millions of music lovers. Today, Converse #LoQueSoy (#WhoIAm) is the place where musicians who need to stand out can finally be heard.