Spotify True Crime

The Ask

Generate buzz for the content in Spotify’s True Crime hub amongst the Gen Z audience.

The Insight

True crime is a nuanced genre, as its fans are passionate, but its subject matter is sensitive. We featured true-crime-obsessed creators who understand this niche the best and who were able to promote Spotify in the most natural way possible.

The Solution

With two custom TikToks, we worked with creators to position Spotify’s true crime hub as the ultimate destination for fans of the genre. We also shared the content on BDG’s TikTok channels for maximum Gen Z exposure.

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Literally Liz

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Mystery Team

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Bustle x Mystery Team

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Nylon x Literally Lizzi

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The Results


impressions across TikToks