Spotify wanted to introduce its new Mixing Tool feature in a way that felt native to TikTok and Instagram, using creators to demonstrate intentional playlisting through content that felt relatable, personal and rooted in their own styles.
TAG recruited a group of leading digital creators and equipped them with three creative hooks from “The Great Lock In” to horoscope-inspired mixes giving them flexible frameworks to develop concepts that aligned with their audiences. Each creator was encouraged to interpret the feature in a way that felt authentic to their content style, ensuring the work stayed natural, entertaining and platform-native.
Creators such as Moe (@hellacreps) and Aoife (@aoifefarrell) produced TikTok and Instagram videos connecting the new Mix feature to real routines: fashion choices, moods, personality traits and everyday stories. Paid spend followed the organic rollout, amplifying the strongest-performing content across both platforms.
The campaign delivered strong organic performance and standout paid results across TikTok and Instagram. Combined, Moe and Aoife’s content achieved:
The content worked because creators wove the mixing tool feature naturally into what they already do, letting it sit within their existing style, humour and storytelling rather than feeling like a sell. By keeping the execution true to their platforms, the feature felt organic, relatable and easy for audiences to adopt.
Spotify wanted to introduce its new Mixing Tool feature in a way that felt native to TikTok and Instagram, using creators to demonstrate intentional playlisting through content that felt relatable, personal and rooted in their own styles.
TAG recruited a group of leading digital creators and equipped them with three creative hooks from “The Great Lock In” to horoscope-inspired mixes giving them flexible frameworks to develop concepts that aligned with their audiences. Each creator was encouraged to interpret the feature in a way that felt authentic to their content style, ensuring the work stayed natural, entertaining and platform-native.
Creators such as Moe (@hellacreps) and Aoife (@aoifefarrell) produced TikTok and Instagram videos connecting the new Mix feature to real routines: fashion choices, moods, personality traits and everyday stories. Paid spend followed the organic rollout, amplifying the strongest-performing content across both platforms.
The campaign delivered strong organic performance and standout paid results across TikTok and Instagram. Combined, Moe and Aoife’s content achieved:
The content worked because creators wove the mixing tool feature naturally into what they already do, letting it sit within their existing style, humour and storytelling rather than feeling like a sell. By keeping the execution true to their platforms, the feature felt organic, relatable and easy for audiences to adopt.
