Shuffle · Case Study
Tim McGraw
EM.Co Management
Cross-Channel ExecutionSpotify growth data repurposed to mobilize fan voting at the People's Choice Awards
The Challenge
EM.Co Management needed to simultaneously grow Tim McGraw's streaming presence for "One Bad Habit" and mobilize his fanbase for a People's Choice Awards voting campaign — two objectives that required different tactics but the same audience intelligence.
How Shuffle was used
Shuffle unified Tim's Spotify listener data, audience demographics, and engagement patterns into a single intelligence layer. The AI Copilot identified the highest-value fan segments — by age, geography, and engagement frequency — and generated both a Spotify ad campaign strategy and a fan activation playbook for the awards campaign. The same audience data powered both initiatives.
The Result
The Spotify campaign drove meaningful listener growth for "One Bad Habit" while the fan activation strategy successfully mobilized core supporters to vote. Shuffle's ability to turn one data set into two coordinated campaigns saved time, reduced cost, and maximized the impact of every dollar spent.
"One platform. One data set. Two campaigns running in parallel — and both worked."
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