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"Wrapped" by Spotify

Great for:

Personalization SaaS

Spotify nailed personalised marketing. The "Wrapped" campaign is very personalised based on data storytelling. It’s shareable. It is on time. Everything is just perfect.

From the first song you streamed at 12:01 am on January 1 to the year’s hottest Spotify Single and everything in between, much of your year has been defined by what you listened to.

Back by popular demand, Spotify's 'Wrapped' allows users to rediscover and share the music and podcasts that formed their personal soundtrack in 2018. Spotify lets listeners enjoy a customized, interactive experience based on the music they listened to over the year.

For example, listeners can guess, then check, how many total minutes they streamed. They can explore the number of new artists they discovered, their most-played songs and artists, and top genres — and then share results to Instagram, Twitter and Facebook feeds with a personal Wrapped share card. Spotify Premium users will get to go a little deeper, with access to additional insights about their year in listening.

RESULTS: Over 50 artists, including Ariana Grande, Post Malone and Shakira with Maluma, will be featured in the campaign, representing each market's most popular musicians. The out-of-home, digital and social ads will hit countries including Australia, Brazil, Canada, Colombia, Denmark, France, Germany, Indonesia, Mexico, Philippines, U.K. and U.S.

Credits

CREATIVE DIRECTORS

Dan Brill, Alexandra Sobiecki

Senior ART DIRECTORS

Erik Herrström, Martin Berggren

Creative Strategy

Zach Pentel