1) Background & Context

In South East Asia, the music landscape was changing. Instagram and TikTok were emerging as primary platforms where music discovery happens for young Gen Zs. Compared to these newer platforms Spotify lacked features that enabled interaction. It felt passive and less fun for Gen Zs to discover new music. In response, Spotify launched 'lyrics' , a new feature that lets users sing along to their favorite songs.

2) Creative Challenge

Problem was the lyric function was not a new feature in the marketplace. Other competitors such as Resso and Joox had been offering synced and romanised lyrics before Spotify and music fans have been getting their lyric needs there. We needed to convince music fans to make the switch and get all their lyric needs from Spotify instead.

3) Execution

With lyrics a feature young Gen Zs were familiar with, we couldn’t just introduce it like a typical product announcement and expect people to make a switch. So we created the Sing It Right social campaign. A playful and highly engaging campaign filled with beloved stars that tugged on the heartstrings of passionate music lovers. Our campaign smartly used artists to plead with fans to stop singing their song incorrectly by using Spotify’s new lyric function. We then amplified the fun on TikTok where artists called on fans to duet with them using only wrong lyrics. For this we involved KOLs who got the ball rolling and invited everyone to come along and play.

Our unconventional approach to a product launch led to unprecedented results that was not only highly entertaining for fans, it also helped Spotify reap the positive business benefits of having the lyric function.