Summary
Our objective was to promote Wrapped- Spotify's unique annual music round-up IP that is a celebration of users' music choices. Our task was two fold, to get existing users to try out their Wrapped and reach new users by way of becoming a part of their culture.
Challenge
Spotify Wrapped is an annual celebration of the listening behaviour of our users. It's a showcase of users' listening histories, and a summary of the genre, artist and song that are people's favorites. It's also a way to remember the year gone by through the lens of music. Its user data collected over 365 days presented in a fun, shareable format. For music streaming brand Spotify, it's a stage to showcase the top artists, creators and their work throughout the year. This year, the brief was to create FOMO among non-users and get them to try Spotify and most importantly, have fun with the Wrapped data. Spotify wanted music listeners to use the Wrapped data as their music report card and have fun with it.
Objective
Spotify Wrapped is an annual celebration of the listening behaviour of our users. It's a showcase of users' listening histories, and a summary of the genre, artist and song that are people's favorites. It's also a way to remember the year gone by through the lens of music.
Strategy
The idea was to empower listeners and creators to flaunt every side of themselves in ways they can only do on Spotify. Listening to our favourite music often brings out a very different side of us. While common music is a point over which we connect with other listeners, while listening to the songs alone we are unapologetic and joyful. These music choices are so wayward that sometimes words fail to describe it aptly. So we took the meme route to showcase the wildest, most raw and unedited version of our listeners to the world. Through a rigorous two-week campaign, we celebrated the weird, funny and crazy listening behaviors of our users in 2022 via memes. We doubled down on our insight of unapologetically joyful music choices during the teaser phase. Twelebs and influencers tweeted out hilarious memes about what their Wrapped might look like courtesy of their unique listening habits. Prominent meme pages took the conversation forward to bring in truly desi & vernacular pop-culture references and speculations of what their top songs would be. As Spotify tweeted to fans to make their own predictions, memers amplified the conversations by adding their own funny takes on the topic. We kept the chatter going through seeded conversations much after Wrapped was actually announced. This time, Twitter and meme pages got into a guessing game of what peoples' Wrapped might sound like. Fans laughed out loud as we represented the personality of the people juxtaposed with their awkward, polarizing and nostalgic music choices. On Instagram, Polls and interactive Stories prompted people to share their own Wrapped cards while having fun with the users. Throughout the campaign we ensured no overt branding in the memes so other users could comfortably share their unapologetically joyful music choices and thus we reached new users
Data
The idea was to empower listeners and creators to flaunt every side of themselves in ways they can only do on Spotify. Listening to our favourite music often brings out a very different side of us. While common music is a point over which we connect with other listeners, while listening to the songs alone we are unapologetic and joyful. These music choices are so wayward that sometimes words fail to describe it aptly. So we took the meme route to showcase the wildest, most raw and unedited version of our listeners to the world.
Solution
Results
38.76 mn+ campaign reach 3.82 mn+ campaign engagement 500+ memes created across Twitter and Instagram Cost per reach Rs 0.1 Engagement rate of 9.8%
