TikTok views across the channel within three months
Spotify UK wanted its TikTok presence to feel consistent, culturally embedded and able to showcase features of the app organically, rather than through campaign-style content. To stay relevant to new-gen audiences, the channel needed moments that moved at the speed of the city grounded in real people, real conversations and real culture.
We anchored the strategy in the everyday cultural moments shaping London. Working closely with creators, community voices, and regular people, we showed up where things were actually happening from festivals to run clubs to intimate creative pockets across the city.
Each activation was shaped through real input from the people within these spaces, allowing us to build content with communities rather than simply documenting them. The result was work that felt energetic, conversational and culturally fluent.
Across the months, we produced a constant stream of social-first content built that lived always on and included four standout cultural moments: capturing the vibrancy and community spirit of City Splash; tapping into the energy, humour and togetherness of London’s booming Run Club scene; spotlighting fashion,self-expression and personal stories through the lens of Lore of Loverboy; and delivering warm, playful, personality-driven content with The Receipts. Together, these moments formed a dynamic ecosystem of real, in-motion London stories content that felt lived-in, spontaneous and unmistakably rooted in culture.
Across five activations, the always-on strategy delivered meaningful cultural and platform impact:
Press:
The work landed because it stayed close to culture. By moving with the city from Carnival crowds to run-club meetups the content felt lived-in and present. Creator voices, real-world energy and human-led storytelling made Spotify’s TikTok feel like part of the conversation, not a brand talking from the sidelines. It kept the channel fresh, relatable and truly always on.
TikTok views across the channel within three months
Spotify UK wanted its TikTok presence to feel consistent, culturally embedded and able to showcase features of the app organically, rather than through campaign-style content. To stay relevant to new-gen audiences, the channel needed moments that moved at the speed of the city grounded in real people, real conversations and real culture.
We anchored the strategy in the everyday cultural moments shaping London. Working closely with creators, community voices, and regular people, we showed up where things were actually happening from festivals to run clubs to intimate creative pockets across the city.
Each activation was shaped through real input from the people within these spaces, allowing us to build content with communities rather than simply documenting them. The result was work that felt energetic, conversational and culturally fluent.
Across the months, we produced a constant stream of social-first content built that lived always on and included four standout cultural moments:
Together, these moments formed a dynamic ecosystem of real, in-motion London stories content that felt lived-in, spontaneous and unmistakably rooted in culture.
Across five activations, the always-on strategy delivered meaningful cultural and platform impact:
The work landed because it stayed close to culture. By moving with the city from Carnival crowds to run-club meetups the content felt lived-in and present. Creator voices, real-world energy and human-led storytelling made Spotify’s TikTok feel like part of the conversation, not a brand talking from the sidelines. It kept the channel fresh, relatable and truly always on.
