Culture Trends Report 2023

CREATIVE & DESIGN  | CONTENT & PRODUCTION | CAMPAIGN STRATEGY  | WEB DEVELOPMENT  | 

SXM Media, home to Stitcher, Pandora and SoundCloud, faced a common industry challenge: How to express their unique value in a crowded marketplace.SXM Media tapped work x work to develop a captivating, eloquent and powerful lead generation campaign that would deliver value and communicate SXM’s leadership in the trend research space. Work x work designed and produced Audio is Culture, an interactive microsite, video content and multi-platform campaign for their annual Culture Trends Report leading to lead generation and thought leadership ttktk.

Work x work led creative development & promotional strategy for the campaign, creating a visual identity rooted in gradients and custom data visualization that was deployed across the report’s microsite, social campaign, and custom visual assets, and experiential. Photo & video, produced by work x work and featuring four hand=picked cultural ambassadors from across the SXM brand, illustrated the value proposition of Fluency, SXM’s new data & research product dedicated to communicating the value of and interpreting the future of multicultural audience influence on culture & trends. Beyond presenting data, these videos help to orient the user through how each individual brand saw the effects of each trend. Content gates and prompts throughout the report drove media buyers and advertisers to connect with SXM and tap into next year’s trends. Our team also collaborated with SXM Media’s sonic identity division, Studio Resonate on a signature background track for the site and a full suite of audio signals for the sites menus, button-clicks and transitions.

Work x work, with SXM Media’s marketing team, phased the launch using assets leveraging the landing page’s design. Messaging announced the report to the industry and a series of animated assets  and bite-sized editions of the videos were edited to be used across social.