Spotify: True Crime

The Ask

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

The Insight

True crime is a nuanced genre — the fans are passionate, but the subject matter is sensitive. We sought to feature true-crime-obsessed creators who understood this niche and were able to promote Spotify in the most natural way possible.

The Solution

Via 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 exposure to a Gen Z audience.

1 / 3

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