2021 Social & Influencer


Category B04. Innovative Use of Community
Idea Creation MEDIA.MONKS Madrid, SPAIN
Name Company Position
Ana Luna Media.Monks Executive Creative Director
Elías Rodríguez Media.Monks Creative Director
Lía García Media.Monks Copywriter
Hugo Costa Media.Monks Art Director
Juanjo Murillo Media.Monks Art Director
Romina Martínez Media.Monks Managing Director
Clara Hernangómez Media.Monks Head of Account
María de la Gándara Media.Monks Project Manager
Antonio Ruiz Media.Monks Content Manager
Pablo Sebastián Media.Monks Head of Video
Estefanía Nieva Media.Monks Audiovisual Editor

Why is this work relevant for Social & Influencer?

This project exemplifies how brands can gain relevance by driving cultural impact through social media. Knowing where the Gen Z audience is, and how strongly they feel about the causes they fight for, we partnered with various activists, influencers and artists to provide real value to their communities and connect with the brand in the process. And because being social-savvy is to understand that the creators your target audience follows know how to connect with them better than anyone else, we gave them absolute creative freedom to build something that spoke to their values and beliefs.


For Spotify, one of their biggest goals is to forge closer ties with Gen Z, a generation that has significantly gained ground in the digital world. Although this generation of digital natives is known for their openness of mind and their courage for speaking up, gaining their trust is particularly hard for brands. In order to do so, we knew we had to tap into the causes they hold dear, and provide something that could resonate with them.

Describe the creative idea (30% of vote)

Gen Z is unique, and so are Spotify’s playlists. Tailored according to the interests and taste of their owners, each playlist is a new channel for people to express themselves and connect with others. And what better place to get your message across than on a platform where people are actively listening? With “Do you speak playlist?” we partnered with influencers, artists and activist, and asked them to create a playlist with the songs that better represent them and what they stand for. Then, they shared it on TikTok and Instagram, where they invited people to do the same. This way, we used music (and the brand) as an ally for various influencers to connect with their audiences—not only through their love for music, but also through the causes they hold dear.

Describe the strategy (20% of vote)

To connect with an audience like Gen Z, it’s imperative to meet them where they are. That’s why through social listening, we identified the creators on TikTok who had a large following and a loyal community within the platform. The success was shaped by forming a natural alliance with a diverse cast of influencers whose values already resonated with their audience. After identifying those who better aligned with our goals, they were tasked with delivering our message in a way that felt authentic to them.

Describe the execution (20% of vote)

Once we’d identified the content creators that could better amplify our message across the targeted group, we asked them to create one playlist with songs that they like, but also represent the causes they fight for. Each song in that playlist had to encapsulate or speak to the subjects they are passionate about—whether feminism, racial equity, anti-bullying or other topics. Then, each collaborator shared the new playlists with their followers using TikTok’s green screen tool, a trend for the Gen Z community to jump on.

List the results (30% of vote)

In just one week, the hashtag #DoYouSpeakPlaylist got more than 7.2M views. In the same period, the content shared by our collaborators reached 420,000 likes, and more than 5,000 people started following their playlists.