K-Pop has become one of the largest genres on Spotify, with nearly 8 billion monthly streams. As K-Pop continues to reach new heights, winning over K-Pop fans has become increasingly important for streaming platforms all vying for a larger share of users and consumption. To establish itself as the preferred destination for K-Pop, Spotify needed to prove itself and build affinity with K-Pop fandoms globally.

BTS’ newest album ‘Proof’, consolidated nearly a decade’s worth of music signaling the end of an era and raising speculations that this would be their last album before military enlistment. This created an important opportunity for Spotify to help BTS’ fans showcase their love and support like never before.

In collaboration with BTS, Spotify launched its first-ever data-driven global K-Pop campaign, aimed at expanding its user base, increasing BTS’ streams, generating talkability around BTS’ new album and building brand love for Spotify and BTS.

In line with BTS’ newest album ‘Proof’, Spotify and BTS co-created #MyBTSProof, an immersive experience (available in 8 languages including Japanese, Thai, Bahasa, Spanish, Brazilian and Arabic) enabling ARMY to create personalized “Wrapped”-like stories based on their streaming data.

The experience is powered by Spotify’s API, allowing the micro-site to pull one’s listening data and reveal one’s top streamed BTS track, the first song they fell in love with, favorite era, and more. And as fans went through the experience, they were greeted with reactions and exclusive messages from the members.

At the end of the experience, users can then share their uniquely personalized share cards powered by their own listening data on their socials as proof of their love for BTS. Through #MyBTSProof, Spotify enabled ARMY to showcase their love for BTS in a unique and personal way, further solidifying the bond between the fandom and the group.

The BTS fandom, known as ARMY, is widely regarded as one of the most passionate and dedicated fandoms in the world - and they’re proud of it. For this fandom, actions speak louder than words. From crowdsourcing billboards in BTS’ honor to ensuring that #BTS was the top hashtag of 2021, ARMY continuously find ways to prove their love for BTS.

However, beyond the impressive displays of love for BTS, what truly brings ARMY together is the music. With a vast amount of listening data, Spotify understands just how much fans love the music, demonstrated by close to 26 billion BTS streams.

In order to prove its stake in K-Pop, Spotify’s strategy focused on creating a fan experience like no other, a global moment of pride for ARMY that gives them a platform to show proof of their love for BTS. And what better proof than one’s own listening data?

#MyBTSProof produced big results for both Spotify and BTS:

> 1.5M+ total micro-site sessions and 739K+ unique users within the first 36 hours

> #MyBTSProof became a global Twitter trend peaking at #6 and trending across 11 markets (ID, PH, MX, BR, IN, MY, CA, ARG, PE, COL, GUAT)

> Generated 1M social mentions and seeing as high as 65% increase in SOV for Spotify

> 484K+ organic views on TikTok

> 40+ press coverage in the first 10 hours

> +449% increase in Daily Active Users on This is BTS playlist

> 70K+ This is BTS playlist shares

> 263K+ new users with BTS Proof as their first Spotify stream

And finally, BTS reaches 32 billion Spotify streams which is 6 billion more vs before the launch of Proof and #MyBTSProof.

All in all, the campaign’s success was also seen in the outpouring of support from fans thanking Spotify for being one with ARMY