Create a campaign to help communicate S4P’s full offering to podcasters on Spotify that are hosted with a third-party platform (I.E. not hosted on S4P).

Convincing established podcasters that are further advanced along their podcasting journey to make a change in behavior, and reap the benefits of being hosted on S4P.

A campaign highlighting the uniquely dynamic relationship between podcasters on Spotify and their super-engaged fans, thanks to a podcasting experience not found anywhere else.

Announce a new audio enhancement feature on S4P. The feature cleans up and removes background noise on audio recordings, allowing for cleaner and quieter audio at the click of a button.

Using audio in the video that was actually enhanced with the S4P tool itself. Creatively, we wanted to demonstrate a range of real-life scenarios to help convey the power of the tool, while keeping the number of locations shot at to a minimum.

We partnered up with Offsite to produce a spot that shot across two days in LA. Our in-house team developed a video bible which Offsite helped us bring to life.

Introduce Video Podcasts to Spotify's audience, and convince existing podcast creators to start uploading video to Spotify.

Getting creators to understand that they must sign up and use Anchor in order to get their video up on Spotify. Additionally, video content on Spotify was buried. The disjointed experience made it difficult to spread awareness of the new format on Spotify.

By using some of Spotify's biggest names, we enlisted the help of Rickey & Denzel to become abassador of sorts for the new format, and created a reel to show the breadth of video content on Spotify.

Launch Anchor's podcast subscriptions. The new monetization feature helps creators provide bonus content for their subscribers through Spotify— unlocking another avenue of revenue for creators on Spotify.

At large – a major blocker for us was Apple's in-app purchases policy, preventing us from providing a seamless subscription service. We also needed to stagger the roll out in various stages (beta, U.S., global expansion)

A three-stage roll out featuring a hero video produced by Oddfellows that announced the feature across Anchor and Spotify's website, CRM, social, & editorial channels, as well as in-app notifcations.

Introduce Anchor's audience to a new show format on Spotify called Music + Talk. This format allows users to create their own music-based show utilizing music tracks straight from Spotify's library.

Convincing podcasters that they should try this new format. The novelty of the format meant we needed to educate and inspire users on the different kinds of Music + Talk shows they could create.

A multi-level roll out that started at the Anchor level and expanded into its own Spotify branded format. We educated creators through social, editorial, web, and CRM to teach them about Music + Talk.

Introduce a new interactive feature coming to the platform: Q&A and polls. Up until this point, podcasting was a one-way street. With Q&A and polls, Spotify revolutionized the way listeners engage with podcasters.

Convincing creators to place Q&A and polls on their podcast episodes, but also getting listeners to respond to them. Several behavior changes needed to be taught for this to happen.

A campaign across Anchor's multiple channels to inspire and educate creators on how to use Q&A and Polls. We created tutorial assets for social, editorial, and web. CRM also played a huge role in the roll out.

Announce Anchor's first major feature update after being acquired by Spotify: Anchor Trailers. The new feature helps podcasters create transcribed trailers for their podcast to help boost discoverability.

Convincing established creators that they should go back and create a trailer for something that already exists. Also, trying to market the a feature that was still buggy. The transcription software had occasional bugs, which degraded the quality of the product.

A captivating animation that clearly communicated the value a trailer could bring, as well as showing the novelty of an automatically transcribed video trailer to share on social channels. We educated users across Anchors social and editorial channels.