A creative masterstroke at its core that packaged users' listening habits and preferences into personalised time capsules,
resulting in massive engagement across social media platforms.
Approach
The campaign is a perfect blend of technology and heart,
converting metrics and data stories into personalised narratives that foster community building.
With key features like listening personality, top songs, artist insights and messages;
the campaign is a strategic move towards enhancing customer loyalty.
Spotify Wrapped stands as the prime example of the saying,
"Data is 21st century's gold."
Goal
A marketing initiative to boost Spotify's visibility and set it apart from other music streaming platforms.
The campaign focused on the power of personalisation,
thus empowering users to explore and share their yearly platform activity.
Insights
Every year, #SpotifyWrapped turns millions of listeners into brand ambassadors,
generating massive earned media coverage.
Wrapped drove an increase in Spotify’s Daily Active Users from
145.40 million to 146.16 million in 2020
with a 17% increase in total engagements from 2021 to 2022. (Source: Sprouts Social)