Spotify All Ears On You 2021
- Global Enterprise Marketing Manager

As a member of Spotify’s Global Enterprise Marketing Team, I played a key role in the development and execution of All Ears On You, Spotify’s first-ever B2B brand campaign. The campaign was designed to convince advertisers that Spotify offers an unparalleled platform to reach highly immersed and attentive audiences, leveraging Spotify’s ability to personalize ads based on users' moods, contexts, and listening preferences.

I was integral in crafting the campaign’s main narrative, determining how to position Spotify to brands as the platform where advertisers can break through the noise and capture the full attention of their audience. Through collaboration with our agency partner, FCB NY, and innovative campaign elements like a private concert featuring Megan Thee Stallion, we brought this narrative to life in a way that was authentic and impactful for our target B2B clients.

The strategic insight behind All Ears On You was clear: When it’s personal, they pay attention. Spotify’s platform offers a unique ability to personalize ads, and research revealed that 51% of Spotify Free users pay more attention to ads because they feel more relevant and tailored to their tastes. This insight informed the development of the strategic platform: All Ears On You.

The campaign emphasized that Spotify is home to the most immersed listeners on Earth. By showing advertisers what it means to reach an audience that is fully focused and in their own “Spotify bubble,” we positioned Spotify as the ultimate environment for delivering ads that have maximum impact.

I collaborated closely with our internal teams and FCB NY to bring the All Ears On You story to life across multiple touchpoints:

• Hero Creative Video:
  The campaign was anchored by a visually stunning hero video directed by Amber Grace Johnson that depicted listeners in their own personal “Spotify bubbles,” deeply immersed in their audio experiences. This creative element was key to conveying how Spotify blocks out distractions and allows advertisers to truly connect with their audience.

• Paid Media & Thought Leadership:
  The campaign included paid media across digital and social platforms, as well as thought leadership pieces that highlighted the effectiveness of personalized ads on Spotify. I contributed to developing the narrative for these materials, ensuring they aligned with the core campaign messaging and reinforced Spotify’s value to advertisers.

• Tentpole Events & Private Concert:
  To amplify the launch of the campaign, we hosted a private concert featuring Megan Thee Stallion, which helped generate buzz and excitement among both advertisers and consumers. This exclusive event not only showcased Spotify’s connection to top-tier talent but also highlighted the power of music to engage audiences in deeply personal and memorable ways.

I was responsible for building the core messaging and positioning for how we would present this campaign to brands. The narrative centered on Spotify’s unique ability to deliver personalized, mood-based ads that cut through the clutter and resonate with listeners in meaningful ways. We communicated to advertisers that reaching an immersed, focused audience on Spotify translates to higher engagement and greater brand impact.