THE TASK -
Spotify came to us to help launch their new personalized playlist, Friends Mix. Friends Mix builds users a playlist that is inspired by the music their friends are listening to, and updates daily.
THE INSIGHT -
Even for Gen Z digital natives, when it comes to recommendations for travel, books, recipes, and especially music, a friend’s word always outweighs a blog post or google search. Why? Because we trust them. And…it just feels better.
THE IDEA -
Show Gen Z that Friends Mix combines what Spotify does best, personalized features, with their real human relationships, resulting in music discovery that feels more like getting a rec from a friend.
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