Spotify Kids was born out of the desire to create a playground of sound just for kids. It’s an app filled with kid-friendly music and stories, handpicked just for them. In 2021, Spotify wanted to raise awareness about the app, making it ‘the talk of the town’ among families in Sweden.

The brief: to raise awareness and engagement for Spotify Kids. Could we strengthen our relationship with parents and make Spotify Kids part of their children’s bedtime routines?

The main objective was to gain earned media coverage and general interest among parents with young kids. Secondarily, our concept was to be amplified in paid social and OLV, gaining reach and impressions.

In a unique experiment, we investigated the science of sound and sleep with the help of two of Sweden’s most loved artists, an internationally acclaimed music producer, and a leading sleep expert. Our songwriters worked closely with the sleep expert, ensuring her findings were woven into words, tempo, storyline, and melody. The result? A collection of lullabies featuring sleep-inducing songs - easy for any parent to sing or hum along to.

The album “Lullabies” was released on Spotify and Spotify Kids in May 2021 with broad media outreach, social ads, and online videos featuring behind-the-scenes material of our artists, producer, and sleep expert working together in the studio.

Target audience:

Parents with young kids in Sweden

Insight:

Bedtime was identified as one of the moments when families enjoyed listening to audio content. But it appeared Swedish parents were struggling to maintain good bedtime routines for their children. Could Spotify Kids help make bedtime easier and become a natural part of bedtime routines? What if there was a recipe for the ultimate lullaby?

Key message:

Make bedtime a dream, with Spotify Kids

Creation and assets:

Sourcing the right collaborators for this experiment was key for its' credibility and success. Our artists, songwriters, and sleep expert - all of which are parents - became our quartet fronting the project. Key asset: an online video featuring behind-the-scenes material of our artists, producer, and sleep expert working together in the studio.

The song collection “Lullabies” was released on Spotify and Spotify Kids in May 2021, and the launch was supported with artist interviews, a broad press outreach, and a social media campaign featuring a behind-the-scenes film.

The campaign was running for one month; May - June 2021, in Sweden only.

The campaign got a national earned reach of over 16 million (Swedish population 10 million) in top-tier media. Some of the highlights were: 10 minutes interview in the biggest national morning TV show, one-pager interview in the biggest national newspaper, and 30 minutes interview in one of the biggest national radio stations with an almost overwhelmingly positive tone of voice.

The campaign also delivered 67% more impressions than expected in social and OLV. Site visits increased by 56% and CTR doubled. Everybody was suddenly talking about “Lullabies” and bedtime with kids.