SPOTIFY IN-HOUSE, New York / SPOTIFY / 2020
As the 2010s drew to a close, we wanted to pay homage to an unforgettable decade in music. To date, our annual Wrapped campaign focused only on the previous year in review. So we want to know if we could go bigger than ever with our annual campaign; uncovering insights and data stories from the dawn of the streaming era in 2010 and extending through all the years of the tumultuous teens.
As our largest global campaign ever, we were challenged to express the decade’s varied meaning to 21 markets in ways that would resonate locally. With a combination of global stories and locally-driven insights, The Decade Wrapped showed up in different ways across the globe, though all united by a common theme and visual system.
Our goal was to create a cultural moment that would spike awareness, consideration, and active use on our platform. We hoped to emerge from this campaign with a larger user base and higher brand love metrics than ever before.
To do so, we took aim at our own userbase: a diverse, passionate collection of music fans and audio listeners, interested in learning more about themselves and ultimately the best spokespeople we could ever ask for.
The campaign went live 12/5/19, and media ran through 12/31/19 in 21 markets globally.
The site experience remained live through 1/15/20.
By the end of January, we'd created the largest, most successful campaign in Spotify's history. 63 million users accessed their Wrapped experience - and 31 million, almost 50% of them, shared it on social media.
This created a windfall of earned media that sent Wrapped to the #1 organic global trend on Twitter, before paid media was even turned on. All in all, the earned reach topped 6.3B global paid media impressions for a $38M earned media value.
And most importantly, people listened more, too. 79 million users listened to their personalized Wrapped playlists during the month of January, streaming these playlists a total of 7.2 billion times.