Spotify: Moments That Matter for SEA’s Gen Zs

Creating a calendar of cultural moments that go far beyond traditional holidays for Spotify to activate across the year.

Opportunity

Staying relevant to younger audiences is a priority for Spotify, but identifying the moments that mean the most to them to show up is only an easy task if you know the consumer and the markets inside and out. With other partners identifying Valentine’s Day, Ramadan and other calendar moments, Culture Group had the opportunity to find the micro-moments in culture that hold a disproportionate impact for Gen Zs across Indonesia, Philippines, Thailand and Vietnam.

Solution

By activating our regional panel of Gen Z tastemakers, we carried out a full-scale quant and qual study – illustrating the target consumer in each market, identifying regional trends, and creating a passion point-led 12-month cultural calendar for each market to capitalize on stand-out opportunities.

Impact

The calendar was used as a core component of Spotify’s regional strategic annual planning – the impact will be seen over time!