Spotify has chosen New Stance, a digital marketing agency for sport and entertainment brands, as its new UK influencer marketing agency.
The agency and Spotify’s premium team will work together to devise and deliver a new influencer marketing strategy to help drive awareness, monthly active users and push other key social metrics. New Stance will help ensure the influencer marketing strategy is consistent and creates genuine brand engagement. They will be responsible for the likes of targeting audiences that range from students to 35 years-plus, promoting special offers to new and existing customers and supporting Spotify’s UK partnership activations.
Last year Spoitfy enlisted the help of New Stance to deliver several high-profile campaigns and events – which they raised awareness of certain events like Stormzy’s birthday and Justin Timberlake’s new album launch – in addition to a variety of successful Spotify student campaigns, such as its end of year Wrapped campaign that gave users the chance to relive their most played songs from the past year.
For Spotify, influencer marketing encourages more authentic audience engagement and increases their knowledge of the platform’s capabilities.
New Stance CEO Mark Keisner told The Drum: “It is important to ensure that we allow Spotify to talk and engage with its audiences as authentically as possible. Influencer marketing campaigns have worked effectively because we understand how to develop lasting relationships and match the right activation to the right influencer, providing access and knowledge to products and the lifestyle that Spotify gives its customers.”