In the Philippines, YouTube is the no. 1 music channel — especially for the youth. Spotify, to them, is a platform that offers only international beats. To make them switch, we leveraged on Pinoy Hip-Hop, a popular music genre that has been dominating the local music scene.

We launched Kalye Hip-Hop, a campaign where the local Hip-Hop stars took over the competition itself — YouTube, and invited fans to listen to the Kalye Hip-Hop playlist on Spotify instead.