Spotify

Smartphone screen displaying announcement that the 2022 Spotify Wrapped is available for download.

Strategising Spotify Wrapped’s social release

Background: For three consecutive years, I was brought on to strategise social media campaigns for Spotify Wrapped, one of Spotify’s most anticipated events. Wrapped gives users a personalised look at their music habits over the past year, and it’s a moment millions await. My team’s task was to make the campaign even more engaging and memorable, while boosting brand awareness and user growth.

Client Needs: Spotify’s goal was clear: drive more engagement, encourage users to share their Wrapped results, and extend the buzz across social media platforms. Additionally, they wanted to turn that excitement into more subscriptions and deeper brand loyalty.

Approach:

  1. Preparation & Planning:

  • Conducting extensive research on Spotify’s user base to understand what resonates with them and how they engage with Wrapped content.

  • Collaborated with Spotify’s marketing team to align our social strategy with overall campaign goals, creating a content calendar tailored to each platform.

Two smartphone screens displaying Spotify playlists titled 'Your Top Songs' and 'My Top Songs' with matching top five song lists, featuring cover images, song titles, and artists, on a peach-colored background.

2. Content Strategy:

  • Teased the campaign before official launch with countdowns, sneak peeks, and engaging posts.

  • Created shareable graphics, personalised playlists, and interactive quizzes to encourage users to share their Wrapped results.

3. Platform Optimisation:

  • Tailored content for each platform—Instagram for visuals, Twitter for real-time interaction, TikTok for viral challenges, and Facebook for more personal content.

4. Community Engagement:

  • Encouraged users to share their results using #SpotifyWrapped and #MyTopArtist, building a sense of community.

  • Engaged with users through comments, resharing content, and keeping the conversation going.

Bright purple background with the Spotify logo on the left. The words "Wrapped 22" appear in large yellow and black text in the center, surrounded by abstract orange shapes and yellow circles. The hashtag #SPOTIFYWRAPPED is on the right.

Results:

  • Increased Engagement: Year-on-year, engagement increased, with more users sharing their Wrapped results.

  • Brand Awareness: Hashtags like #SpotifyWrapped trended globally, expanding Spotify’s reach.

  • Growth: The campaign led to higher user retention and new subscriptions.

  • Positive Feedback: Fans and influencers praised the campaign, reinforcing Spotify’s strong brand connection with users.

Overall, Spotify Wrapped’s social media campaigns exceeded expectations, turning a yearly tradition into a global celebration and driving significant brand growth.