# WMG

> Projects: Top 100 Christmas Songs social media campaign for Warner Music Group

- Client: WMG
- Project: Social Media Campaign
- Services: Social Media, Production, Campaign, TikTok

## Brief

Warner Music Group (WMG) set out to drive global streams for the ‘100 Greatest Christmas Songs Ever’ Spotify playlist, aiming to surpass 2023’s streaming numbers while capturing audience attention during the highly competitive holiday season. The campaign needed to increase awareness across key markets, including the UK, USA, Australia, Canada, and Europe, ensuring the playlist was the go-to choice over competitors.

## Approach

To authentically engage audiences, PRZM took a native, culture-first approach, deploying content through anonymous, non-WMG-affiliated social accounts to seamlessly integrate into everyday scrolling experiences. By embedding classic holiday tunes with entertaining video clips across TikTok and Instagram, we blanketed the social media ecosphere at the peak of seasonal listening moments—when audiences naturally seek Christmas music. While each piece of content embraced platform-native storytelling, we maintained consistent album artwork to build on past recognition and reinforce playlist association. Our content strategy combined pop culture, celebrity moments, and nostalgic film references, tapping into mass-audience familiarity and emotional resonance across global markets.

## Impact

The campaign delivered outstanding engagement, surpassing previous benchmarks and establishing the playlist as a holiday essential. TikTok and Instagram content garnered more than 72 million views with a 2.4% engagement rate, proving the effectiveness of a native, culture-first strategy. With videos seamlessly integrating into social feeds, the campaign ensured that the ‘100 Greatest Christmas Songs Ever’ playlist was top of mind for global listeners, driving increases in both awareness and streams throughout the holiday season.

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Source: https://www.helloprzm.com/work/warner-music-group/