Spotify Campaign: Larkin Poe

Written By Shannon Crowley

Client: Larkin Poe
Partners: Remote Control, Cooking Vinyl, Mega Force Records, Red Light Management
Album: Bloom

Objective: Leverage Spotify Campaign Kit tools to bring in new listeners, re-engage lapsed listeners, increase listener engagement with their most personal behind-the-scenes content yet, and drive streams and saves of their entire catalog with created playlists

Campaign Highlights

  • Editorial Playlist Support

    • New Music Friday in 2 Countries

      • USA, Japan

    • Key Playlists in 3 Genres

      • Modern Blues Rock, The Pulse of Americana, All New Rock

  • Face of Spotify EQUAL USA Campaign

    • Cover artist of EQUAL USA playlist

    • Out of home billboard marketing in New York Times Square

  • In the 6 months leading up to the release, we grew the Spotify discography playlist following by close to 13% by driving all social link and advertising activity to the top song on the playlist to create the opportunity for additional catalog consumption

In the 30 days prior to the album release:

  • 8.8K Countdown Page Pre-Saves (Bloom)

  • 99% increase in super listeners

In the 30 days following the album release:

  • 2.6M Spotify Streams

  • +3 Spotify Popularity Score Points

  • 5.3x Streams Per Listener 

  • 131% increase in Playlist Adds 

  • 283% increase in Song Saves 

Phase One // Pre-Release Strategy

Spotify Wrapped & Fan Engagement: Recorded Spotify Wrapped message reminding fans to pre-save the album heading into January release. Followed up by direct messaging fans who tagged them in stories as their top artist of 2024

Canvas: Created custom Canvas assets from official music videos

Clips: Created custom Clips assets from behind-the-scenes music video and studio recording footage to tie back to the narrative of this being their most personal album to date 

Countdown Page: Launched Countdown Page to promote pre-saves directly on platform - drove close to 9K total album pre-saves

Pre-Save Contest: Launched pre-save contest to give away a custom Bloom jacket and merchandise bundle - drove close to 400 album pre-saves and followers

Phase Two // Post-Release Strategy 

Marquee > Showcase: Sequenced Marquee and Showcase campaigns in key streaming markets. Used Marquee to target previously active audience, programmed listeners, and potential audience to capture new and lapsed users listening on editorial playlists to bring them into the funnel. Retargeted previously active audience and light listeners to increase streams per listener

Interactive Playlist Quiz: Launched custom landing page quiz directing fans to answer a series of questions to find out their Bloom flower. Each playlist is a mix of tracks on the album and other songs by affinity artists. Upon quiz completion, the playlist is saved to the user library and redirects to the artist profile to encourage a follow. 1.1K new emails acquired with a 60% pre-quiz completion rate in the first week.

Shannon Crowley
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