We set out to develop a campaign around Spotify’s RapCaviar playlist that builds awareness of the playlist and creates conversation among young HipHop fans. Despite the genre increasing in consumption across the streaming landscape, Spotify’s use among HipHop fans had been declining. The goal was to double down on our most differentiated content franchise + leverage our existing fanbase to ignite new audiences.

We leaned into the insight that HipHop fans are naturally competitive, and provided a tool to prove their superior fandom over others.The RapCaviar Day 1 Club is a digital experience where fans can use their Spotify data to discover—and then prove—if they were listening to their favorites early on.

The RapCaviar Day 1 Club is a digital experience where fans can use their Spotify data to discover—and then prove—if they were listening to their favorites early on. The Day 1 Club is an exclusive group of fans that have been riding with an artist the longest. This site provides a definitive way to prove you were listening to an artist early on, before other listeners. It’s not a measure of who has streamed an artist the most, but rather how far back their fandom goes.

By leaning into the insight that hip hop fans are naturally competitive, we created a tool that allowed them to prove their superior fandom over others, and placed RapCaviar at the center of the conversation. The Day 1 Club uses Spotify listening data to calculate which rappers fans have been listening to the longest—and gives them the receipts to prove it. Fans received Gold, Platinum, and Diamond share cards, based on how early they were listening.

If you are Diamond status, you’re in the earliest 1-3% of listeners for an artist.

If you are Platinum status, you’re in the earliest 4-6% of listeners for an artist.

Social: IG, FB, TW, SC

OOH Billboards

NY, LA, ALT, Toronto, Chicago, Philly

Digital/Print

Hypebeast XXL Magazine

Timeline

FULL campaign ran from 6/22/2020- 10/8 2020

Results

551M+ impressions across all marketing channels

3.2 M+ site landings in the first week

1:07 minutes average time spent

3 M+ owned social impressions

+430K Playlist followers

49,351 New users

144,743 Reactivated users

+2% Hip-Hop consumption share YoY

+6% & +10.8% in average DAU of RapCaviar during campaign duration in US + CA Respectively

+7.2% in average 30 day streams of RapCaviar during campaign duration in both US + CA

120K+ New Twitter followers on RapCaviar handle

188K New Instagram followers on RapCaviar handle