The 2018 Wrapped campaign was a global, integrated effort that consisted of high-impact paid media, performance media, and a digital experience that drove earned media.

Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 200 million users, which are not only the world’s biggest music audience, but also the most passionate.

Our brief was to create a culturally-relevant and data-fueled campaign that targeted three audiences - current users, non-users, and artists.

After what was for some a bleak year, 2018 Wrapped decided to celebrate the creativity of both artists and fans. In colorful OOH placements, we paid tribute the creative and unexpected playlists that had been created by users throughout the year. Online, we created a microsite that allowed users to relive the way they had listened throughout the year, and share the results. And for the first time, the same website gave artists an experience as well.

The strategy was to use data to encourage desired actions from both consumers and artists, while creating FOMO from non-users.

The highly anticipated personalized playlists drove incremental streams during a month that usually sees a dip in consumption. Share functionality throughout the experience drove earned media, functioning as peer-to-peer marketing. In addition, the experience reminded Free users how much they love Spotify - so we targeted them with a “3 months for 99 cents” offer, driving subscription growth.

Artists not only drove billions of social impressions by sharing their Spotify data with their biggest fans, but in order to access the experience, they had to register for the “Spotify for Artists” platform - a major priority for our Creator team.

The OOH campaign launched in over 10 global markets in late November, building more anticipation for the online experience. The site went live in over 60 countries on the same day, and was adapted into 21 languages. During the first day, over 20 million visitors came to the experience, without affecting the site performance.

The month of December saw the highest rate of subscription growth in the company’s history.

Online, we averaged over 2:30 minutes of engagement per visit, from over 34 million consumers. Over 400,000 artists engaged for even longer.

While the site’s playlists helped to drive over 4 billion incremental streams, earned media provided a “FOMO” factor for those not on the platform. On the first day of the site’s launch, Spotify Wrapped occupied the top two places on Twitter’s global trends.