Spotify South Africa: Experiential Concepts

Three culture-first campaigns built on Spotify's own product. Self-initiated concept, not affiliated with Spotify.

2025 · Experiential marketing · Campaign strategy · Brand

problem

Global platforms struggle to feel local.

my role

Concept lead · Strategist · Designer (self-initiated)

what I did

Developed three campaigns (Bafana Bafana, gumboot dance, Liquideep), wrote rollout and partner plans, and designed and coded three pitch decks.

result

Campaigns that need no new product infrastructure: playlists, Canvas, Clips and push notifications.

at a glance

type
Self-initiated pitch

01Concept

The Journey: Spotify x Bafana Bafana

Player-curated playlists for every moment of a tournament, launched with the new kit and ending in a celebrity match between players and the artists on their playlists.

  1. On the Road
  2. Pre-Game Mode
  3. We Did It
  4. Pick Us Up

impact

  • Fans

    Feel closer to players through music

    Playlist saves and shares (projected)

what I learned

  • The best activations reuse what the platform already does, in a context that feels new.

tools

  • Campaign strategy
  • Partnership mapping
  • HTML/CSS
  • Social design