By Hinna Raja
welcome to the psyche of the underdog.
FIRST GEN IMMIGRANT KID
SELF-TAUGHT MULTIDISCIPLINARY CREATIVE
ALL THINGS BRAND CRTV + SOC!AL
CHECK OUT WHAT I'M LISTENING TO:
HOLIDAY CAMPAIGN
HOLIDAY CAMPAIGN
SPOTIFY | PRIDE CAMPAIGN 2021
SOCIAL STRATEGY
CLAIM YOUR SPACE
INSIGHTS
Spotify sought to create a PRIDE campaign that went beyond surface-level representation—one that truly elevated LGBTQ+ voices, experiences, and artistry while increasing engagement with PRIDE-related playlists and content. The goal was to create a visually and emotionally impactful campaign that made members of the LGBTQ+ community feel seen, while also drawing in broader audiences to celebrate and engage.
THE CHALLENGE
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The LGBTQ+ experience is often shaped by the tension between visibility and erasure—the struggle to take up space in a world that sometimes seeks to push the community to the margins.
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In the digital age, visibility isn’t just about being seen—it’s about being discoverable. If LGBTQ+ voices and stories aren’t surfaced in search, algorithmic recommendations, or cultural conversations, they risk being buried under mainstream narratives. Ensuring discoverability became just as crucial as the bold creative itself
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Our insight was simple yet powerful: PRIDE is about taking up space, unapologetically.
This became the foundation of our creative direction + strategy, influencing everything from the design approach to motion storytelling.
SOCIAL STRATEGY
Rather than speaking about the LGBTQ+ experience, we let LGBTQ+ artists, podcasters, and influencers take center stage. Their words, visuals, and stories were the campaign. By featuring real voices and perspectives, we ensured authenticity—one of the most critical drivers of engagement on social platforms.
DESIGNED FOR
SHAREABILITY !
We crafted content with social-first formats in mind—snackable video clips, bold animated text, and visually striking static posts optimized for Instagram, Twitter, and TikTok. The vibrant, kinetic style wasn’t just eye-catching; it was meant to stand out in crowded social feeds. The use of motion design and dynamic text placement encouraged higher engagement and shares.
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For a campaign rooted in the idea of "taking up space," social media wasn’t just a distribution channel—it was an amplification engine. The goal was to create content that didn’t just live on Spotify’s platforms but was carried forward by the LGBTQ+ community itself.
COMMUNITY-LED
STORYTELLING !
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REAL-TIME
ENGAGEMENT
+ CONVERSATION !
Beyond just posting content, we joined conversations in real time. We leveraged interactive Instagram Stories, Twitter threads, and community responses to highlight LGBTQ+ user-generated content and celebrate engagement in the moment. This real-time approach made PRIDE feel like an active, living movement rather than a passive campaign.
INFLUENCERS +
CREATORS !
We partnered with LGBTQ+ influencers and creators to ensure the campaign wasn’t just seen—it was felt across digital culture. By equipping them with custom assets and messaging, we encouraged organic participation, allowing the campaign to naturally integrate into existing online conversations about PRIDE.
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CROSS-PLATFORM
INTEGRATION !
Each platform played a unique role:
Instagram & TikTok – Visual storytelling, artist features, and behind-the-scenes content.
Twitter – Real-time conversation and interactive Q&As.
Spotify App & Playlists – A seamless content journey from discovery on social to deeper engagement within the app.
PRIDE 2021 wasn’t just about visibility—it was about reclaiming space in a world that often seeks to erase. By centering LGBTQ+ voices, we transformed passive consumption into active participation, creating a movement that lived beyond the platform. The campaign didn’t just generate engagement; it sparked conversations, solidarity, and celebration across digital spaces. In amplifying these voices, we reinforced a powerful truth: when a community is given the space to exist boldly and unapologetically, the culture shifts with it.
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