With Pet Playlists, Spotify hacked its own platform to allow humans and their pets to share the greatest form of entertainment - music - together.

After learning that 71% of pet owners play music for their pets, of which 57% even dance with them, we wondered if Spotify’s personalized music experience could extend to one’s furry loved ones. If so, what would the music sound like? Which pets do we cater to? How do we account for personalities within each pet type? Could it be music the owner might also enjoy?

Introducing Pet Playlists, personalized playlists based on your pet’s personality and your own music taste, so it’s music you both can enjoy. This means no new age tracks typical of “pet music” (unless, of course, you happen to listen to a lot of new age). Just pick your dog, cat, hamster, bird or iguana, let us know how energetic, friendly, or curious it is, and we’ll do the rest.

When one thinks of “pet music,” it often evokes sounds of new age or classical piano. A common drawback to such music is that it’s often not palatable to the owner. If the owner doesn’t like it, they won’t play it as often as they should, which means the pet won’t get to hear it as often as they could. Pet Playlists are built on the owner’s music taste, so it’s truly music for best friends.

The site went live in 10 markets globally. Paid social appeared from 1/21 - 2/14 on Facebook, Snapchat, Instagram and Pinterest, and supporting films ran from 1/17-2/14 on YouTube, Viacom, and Connected TV.

2 million unique visitors

2.1 million Pet Playlists created

4 billion press impressions

4,000 global news outlets

$61 million in earned media