Song lyrics have always been a part of the fabric of society, from lyrics defining generations, lyrics becoming symbols of hope to lyrics becoming mantras people start living by. It’s as if we’ve been living a life defined by lyrics all this time.
So for Spotify’s recent Monthly Added User campaign, Spotify dug into this cultural zeitgeist that are song lyrics. We encouraged South Africans and Nigerians to stop struggling with finding the right words to say how they feel or just express the moment. How? By making them ‘Say It With Lyrics’
We created a campaign where all the creative in our campaign made use of lyrics, from our TV, radio to social media and Out of home. We put lyrics everywhere. On socials where we had our films as OLV content we saw incredible engagement from our audience who would build on the lyrics in videos, comment on the lyrics used and even referencing what era those lyrics relate to. The earned PR was significant across both markets and our ads were extremely well received, people voiced their joy of seeing these lyrics come alive and how it reflected real life moments they’d experienced.