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Spotify
Feel the Moment
Task: Design cover photos for 10 Spotify playlists and create a 20+ second youtube ad promoting each one.
I titled this campaign “Feel the Moment” to reflect how playlists help users tap into emotion and mood. I illustrated each playlist cover in a unique art style (inspired by icons like Van Gogh and Dalí) to match the playlist names. I recorded and sourced short-form videos that show people dancing, relaxing, or vibing — highlighting how music fits seamlessly into daily life. Each ad is built around a featured song from the playlist, using it as a discovery hook to drive clicks and saves. The campaign connects mood, music, and storytelling to position Spotify as the soundtrack to every moment.
Strategy
Click Play
Question: How would you maximise results from youtube ads?
To roll out the Feel the Moment campaign on YouTube Ads, I’ll use Spotify’s first-party data to create custom and lookalike audiences based on app users, playlist engagers, and site behaviour. These will be layered with YouTube affinity segments like music lovers, students, and relaxation seekers, as well as custom intent audiences searching terms like “study music” or “lo-fi beats.” Demographic targeting will prioritise mobile users aged 18–35, and geo-based targeting will align seasonal playlists like Beach Day or V-Day Vibes with relevant regions.
The ad strategy will leverage a mix of skippable in-stream, non-skippable 15-second ads, in-feed video placements, and YouTube Shorts. Each placement is chosen for a specific intent — in-stream ads deliver reach and recall, while Shorts and in-feed support discovery and softer engagement. Ad sets will be split by format to enable precise performance tracking and optimisation across different moods, visuals, and opening scenes.
To maximise results, I’ll run structured A/B testing across song choices, thumbnails, and video structures, then double down on the top performers. All links will be UTM-tagged to attribute conversions back to creative variants. A retargeting layer will capture users who engage but don’t convert, using follow-up ads with urgency-based or mood-matching variations to drive final action. This ensures every view is part of a broader conversion funnel.
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