When people think about Spotify advertising, chances are their minds go straight to audio ads — the kind that pop up between songs or podcasts. But what if that assumption is limiting how media planners perceive the platform? What if Spotify’s potential as a multi-format ad powerhouse is being overlooked… simply because no one thought to look inside a spreadsheet?

That’s exactly the insight Spotify ran with in its wildly creative and unorthodox B2B campaign: Spreadbeats — a groundbreaking idea that turned Excel spreadsheets into fully functioning music videos, proving once and for all that Spotify is anything but audio-only.

Rethinking the Media Plan: The Birth of “Spreadbeats”

In the world of media planning, spreadsheets are sacred. They’re where million-dollar ad decisions are made. Spotify recognized this and saw an opportunity not just to insert itself into that conversation — but to completely reinvent it.

To show media buyers that Spotify’s video ad offerings were not only legitimate but more engaging than many of the usual suspects (think Google, Meta, YouTube, TikTok), the platform created something audacious. It didn’t just tell planners about its capabilities — it showed them, in the very format they live and breathe: Excel.

Turning Data into Art: A Music Video Inside a Spreadsheet

Partnering with Coachella headliner John Summit, Spotify transformed millions of data points into a stunning, four-minute Excel-based music video. The tab looked like an ordinary media plan at first glance. But once opened, the rows and columns came alive with vibrant visuals and immersive sound — an experience that was equal parts data and delight.

This wasn’t just a clever file embed or a flashy gimmick. The music video was entirely built from scratch using nothing but native Excel functions — think ASCII characters, Unicode, graphs, conditional formatting, and a whole lot of human creativity. No AI. No shortcuts. Just old-school digital wizardry reimagined for a new purpose.

Meet E7: A Story Told in Cells

At the heart of the video was a story — one that added emotional resonance to the technical brilliance. The narrative followed E7, a character born into a logical world of numbers and data. As she questions her place, she embarks on a visual journey of self-discovery, growing and evolving through increasingly complex, beautiful forms. The metaphor? Just like E7, Spotify Advertising is so much more than it first appears.

Personalized, Scalable, and Seamless for Sales Teams

To bring this idea into everyday sales conversations, Spotify equipped its team with a Spreadbeats Generator. This internal tool allowed sales reps to input personalized details — such as the client’s name, brand, and RFP specs — and generate a fully customized Excel file that included the media plan and the music video.

It was a seamless blend of functionality and storytelling — one that delivered a message right where planners were most receptive.

Campaign Objectives

The Spreadbeats campaign had clear goals:

• Increase awareness of Spotify’s multi-format ad solutions
• Drive consideration, brand relevance, and love among media planners
• Challenge the perception of Spotify as just a digital audio platform

And in every category, it delivered.

The Results? Off the Charts.

By hacking the very platform media planners use daily, Spotify didn’t just make a statement — it sparked a movement. The numbers speak for themselves:

• 17:1 return on investment
• +5,650% more email forwards than the B2B industry average
• +870% ad engagement compared to previous paid campaigns

More importantly, it reshaped how advertisers perceive Spotify, positioning it as a creative, innovative, and highly effective channel for video as well as audio.

Why This Campaign Matters

The brilliance of Spreadbeats lies not just in the execution, but in the insight. Spotify identified a blind spot in its own brand perception and tackled it head-on — not with a conventional media buy or flashy keynote, but by meeting media planners exactly where they are and delivering an experience they couldn’t ignore.

It’s a bold reminder that the medium can be the message — and that sometimes, the most innovative ads don’t live in billboards, banners, or even video pre-rolls… they live in spreadsheets.

Final Takeaway

Spotify’s Spreadbeats campaign is a masterclass in creative B2B advertising. It combines deep audience insight, technical ingenuity, emotional storytelling, and flawless execution to break down misconceptions and open up new conversations.

For anyone in marketing, it’s a powerful case study on how to turn perceived weaknesses into creative gold — and how thinking inside the (spreadsheet) box can sometimes be the most radical move of all.

Credits
Brand: Spotify
Creative Agency: FCB, New York
Production Company: Uncharted Limbo Collective, London
Post Production Company: Colossal, Curitiba
Other: Bogota Curitiba ; DaHouse Audio Los Angeles ; Spotify New York

This campaign is about:
Spotify Advertising, Creative B2B Campaign, Spotify, Excel, Advertising Campaign, multi-format ad solutions, Spreadbeats, Innovative Marketing, Advertising Case Study, Digital Campaigns

Spotify’s engagement levels are 23% higher than any other medium. Yet digital audio advertising earns under 2% of the total media spend. To kick start a conversation amongst key marketing decision-makers, A Song for Every CMO demonstrated Spotify’s targeting capabilities, using original songs written by leveraging Spotify’s data and dedicated to the world’s top CMO’s. It led to unprecedented results: 75% year-on-year growth and $ 1 billion in ad revenue for the first time, making 2021 the best year in Spotify’s Advertising history. It even inspired other CMOs to request songs of their own.

Credits
Agency Network: FCB
Holding Company: Interpublic Group
Production Company: Watt White Music, Maplewood
Advertiser Brand: Spotify/Spotify Advertising, New York