AN ANALYSIS OF SPOTIFY’S WRAPPED CAMPAIGN

Spotify is notorious for its captivating marketing communications and its synchronization with popular culture. There’s no better example of this than Spotify’s “Wrapped” campaign, which started in 2016.

The digital campaign

At the end of 2016 within the Spotify app, users were notified of their usage statistics, and popular songs they listened to. Users were encouraged to share their most-listened-to songs. This became a viral activity within popular culture as everyone shared and compared their songs, moods, and genres throughout social media.
 
Spotify furthered engagement by interacting with social users and publishing posts that the masses could relate to. Some of these posts included the most popular songs of the year, popular genres, and even niche genres. 
 
The best part was that Spotify had a funny twist for each social media post, making light of sad songs and pointing out the unexpected groups of people who listened to songs.

the billboard campaign

Spotify increased the campaign’s influence by having large billboards with funny song statistics. Many social media users took photos of the hilarious billboards and shared them, increasing the virality of the campaign.

the response

The campaign lit a firestorm across social media platforms. Everyone wanted to share their song and genre statistics. Everyone also wanted to react and enjoy the Spotify billboards. It was a fun way to share your music taste, personality, and say “thanks” to your favorite artists.

the conclusion

Spotify met a lot of the traditional criteria for campaign virality. Their campaign was relatable, funny, easy to share, and it drew curiosity. Every Spotify user loves the experience of seeing their data at the end of the year. The campaign drew mass appeal with many mainstream news outlets reporting on the campaign’s influence and success.
 
There’s no better blueprint for a successful social media campaign.

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