Cannes Lions

2020 Wrapped

SPOTIFY IN-HOUSE, New York / SPOTIFY / 2021

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Overview

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Credits

Overview

Background

Over the past six years, Wrapped has quickly grown from a global data-powered campaign to a cultural event in its own right. In 2020, Wrapped was bigger than ever, becoming a viral framework for artists, comedians, influencers, other brands, and even politicians, to break down and reflect on an unfathomable year.

For one blissful moment, the entire internet came together, sharing their unique data stories, thanking the artists and podcasters who helped them get through, creating countless memes, and focusing on some much-needed good news.

Idea

While Wrapped has traditionally reflected on the intersections of audio, data, and culture, we knew 2020 required something a bit different. We wanted Wrapped to provide a sense of community and positivity, centering authentic expressions of gratitude as well as powerful testaments to the world's resilience. Our goal was to help connect and support our hundreds of millions of users and all the creators they love.

Strategy

Wrapped focused on spreading a message of gratitude and resilience around the world, showcasing data-oriented stories that highlighted fans and creators, allowing the brand to take a backseat. We thanked the artists and podcasters who broke through all the noise and kept us inspired. We gave creators a way to pay tribute to their hometowns, emphasizing the importance of community. And we created digital experiences that provided each of our 350+ million users with a personalized recap of how they listened and grew over the year. By making every story shareable from within the experience itself, Wrapped encouraged our community of fans and artists to connect directly, sparking a vibrant outpouring of personal reflections and surprising insights that dominated the cultural conversation for days.

Execution

2020 Wrapped was truly a global campaign, with two data-driven in-app experiences supporting 24 languages as well as 3 brand films and an OOH campaign that spanned ~30 markets. The campaign went live 12/1 with media running through 12/31 (varying by market). The in-app experience launched 12/2 and remained live through 1/15/21.

Outcome

With 90+ million users and 50+ million shares, we got more than 13,000 press pieces and became the #1 Twitter trending topic for over 4 days. Not only that — the launch of 2020 Wrapped contributed to a 16% one-day increase of Spotify’s stock and caused the Spotify app to jump in U.S. app store rankings from #27 to #9.

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