SPOTIFY + Bereal
making bereal even more real with spotify
Role: creative strategy Lead & CopywriterWe helped Spotify announce its new partnership with BeReal, the disruptive social platform that quickly took Gen Z by storm but has since begun to lose steam. The Spotify integration allows users to share what they’re listening to the moment they take their BeReal, adding another level of intimacy, humor, and vulnerability.
To figure out how to breathe new life into BeReal via this partnership, we dove into how Gen Z uses the platform beyond its initial intended purpose. We found that in addition to capturing everyday random moments, users were also using BeReal as a personal photo diary, and most significantly, as content to transfer to their other social platforms.
We created two platform-native TikToks that tapped into both of these use cases while showing Gen Z how this integration adds a whole new dimension to their BeReals (and a whole new opportunity for their TikTok creation).Healing Era
Combining the universal insight that music never hits as hard as it does during a breakup with Gen Z's humorous self-depreciation and mass vulnerability, we created a TikTok that shows a user's journey recovering from her breakup via her BeReal x Spotify pairings.
We selected each song to accompany her recovery from heartbreak to healing.
15 Days of summer
Tapping into the BeReal ‘photo diary’ use case and the TikTok ‘day in the life’ platform trend, we created a simple video to show people how this integration serves as a soundtrack to their memories while inspiring them to capture and post their own 15 days of summer.
Coming Soon…