Nothing triggers memory quite like a song. Spotify's #THATSONGWHEN campaign took us a trip down memory lane via a series of nostalgic snapshots complemented by songs. The dFm supported this explorative campaign by engaging influencers with the question "what songs take you back to a special moment?" The result was a fruitful collection of thoughtful memories paired with the song that sparked it.
strategy social media influencer engagement
The dFm tapped into their network of influencers and "cool kids" to recount memories tied in with music. What resulted were genuine diary-style entries, echoing true nostalgia and experience. Rather than forcing a "pay-for-post" partnership, our influencers were brought on based on relationships and sheer interest in the campaign.
"When I think back about my times with music, it's never really the sad times/ I know this sounds cliche, but music has been the positive thing in my life, my first love. Music is something I gave everything up for, my mom says it 'ruined my life'."
-Chippy Nonstop, DJ/Influencer
Our influencers also engaged in social media, showcasing their "#thatsongwhen" memories on their various channels (particularly, Twitter - as this allowed for a more seamless link out to Spotify's overall digital campaign).