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Sprite Way

Role

Created community response plans and helped increase brand loyalty with Sprite fans and their followers. Selected 20 artists and brand ambassadors and managed criteria and response of over 10k unique artist submissions.

Content

Social media, communications, messaging frameworks, branded items, playlist, ambassador marketing

    When tasked with the objective to make waves during the Grammy's, the Sprite team faced a problem: How do we get hip-hop artists to shine during an event infamously known for not awarding hip-hop artists? We created "Sprite Way," the first community-generated playlist on Spotify. The brand encouraged followers to drop the name of the next up-and-coming artist in the comments of social posts, and the content team selected 20 to feature on an exclusive playlist and podcast.

    ➜ 20k responses with over 10k unique artist nominations
    ➜ Positive community sentiment grew 18%
    ➜ Inbound messages on social media increased 94%​
    ➜ Brand passion intensity grew 50%
    ➜ 4k playlist followers
    ➜ 245K new followers
    ➜ 130M engagements
    ➜ 90% positive sentiment
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