
0
Increase of women artists streamed through Spotify
0
Opportunities for women artists to be discovered
0
Increase in people believing Smirnoff makes a difference to gender bias in music
0
People were driven to the Equalizer experience with 193,000 playlists created
Challenge
2017 was a landmark year for women. Globally, gender bias and inequality were increasingly being exposed through progressive movements, from the Women’s March to #MeToo to #TimesUp. Not only did these movements increase awareness, but they empowered voices to be heard.
Despite this progress, data from Spotify showed that all the top ten streamed tracks on the music platform were from male artists. While people were beginning to wake up to gender disparity in music, listening habits were not reflective of this change.
Solution
We wanted to develop a platform that would create personalized engagement, offer solutions, and ultimately lead to more discovery, exposure, and opportunity for great women artists.
Through the Equalizer, users could connect to their Spotify accounts to see just how equal, or unequal, their listening habits were, providing a percentage breakdown of the number of men vs. women artists they listen to.
The Equalizer then provided users with an ‘equalized’ playlists of men and women artists based on their listening habits. A ‘slider’ then allowed users to add in even more women artists into their personalized playlist, which they could share via social to encourage further discovery of women artists.
Results
Our message was amplified through:
- A global media partnership and activation with Spotify across our key markets (US, UK, Ireland, Australia, Mexico, Argentina).
- Collaboration with Honey Dijon, the genre-defying DJ, fashion icon and trans rights activist.
- Promotion on social media, and relevant publishers, in select markets where gender equality has high resonance.
We’ve moved one step closer to achieving gender parity in music and will continue to empower the transformation of listening habits at scale; increasing the number of opportunities for women artists to be heard on the worldwide stage.
"We developed the Smirnoff Equalizer in partnership with Spotify because we believe that when we get to discover talented women artists and their phenomenal music, we'll all have a better listening experience. The Smirnoff Equalizer not only drives awareness, but also allows Spotify users to take direct action by increasing the number of tracks from women artists in their playlists."Neil Shah, Smirnoff Global Senior Brand Manager
JibJab: A Carousel of Fun
Carbon38: Luxury Activewear For Women
MeUndies: The World's Most Comfortable Undies
United Airlines: People flying with Purpose
United Airlines: Fly the Friendly Galaxy
Sprint: Smack that Talks Back
Sprint: Futbol Mode
Copa Airlines: Sube La Marea
Avocados From Mexico: Cook from the heart with Thalia
ViiV Healthcare: Delivering Unique Customer Journeys
Kroger: Chefbot
Mastercard: True Name
OREO: Proud Parent
Sundance Film Festival: McMillion$ on Main Street
Bvlgari: B.Zero1 Anniversary Experience
Intel: #MoreThan
#MoreThan: The Mobile Go-Getter Campaign
Freshpet: Zoomies
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
Mattel: Going Big
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Isobar: Mondelez
Driving transactions with Mondelez through a digitalised check-out counter experience.