Brands and marketers today are inundated with insights, data, and statistics - but what they actually crave are useful insights about the audiences they want to reach. Wrapped for advertisers presented an opportunity to take the rich data that Spotify has regarding listeners and present it to their advertisers in a meaningful way.

Spotify is on a mission to educate and inspire brands looking to advertise on their platforms—finding new ways to help brands shape engaging audio campaigns. In a year characterized by new listening trends, We partnered with Spotify to take the end of year Wrapped experience to this new advertising audience. Wrapped for Advertisers, a data-rich experience, helps marketers, brands and creatives unpack the trends of Spotify listeners in 2020 through data visualizations—exploring new ways to reach their audiences.

Our brief was to help marketers, brands, and creatives looking to advertise with Spotify understand the audio listening trends that shaped 2020, and provide insights that educate and inspire new ways to reach their audiences as they start planning for the year ahead.

The project took place over a rapid timeframe of ten weeks—from conception to launch. And was translated and contextualized to provide these insights across 11 international markets.

A web experience where marketers can explore 14 key audience segments—from foodies and tastemakers to gamers and new parents discovering insights to help them shape their campaigns, what they are listening to, and what they care about.

Music is a powerful indicator of our mood – and with the events happening in the world this past year, mood is on everyone’s minds. Spotify has the capability to identify and analyze this type of data (and other unique listening attributes) and provide it to advertisers, helping better understand their audience’s mindset, and thereby cater their advertising efforts accordingly.

Wrapped almost exclusively used data to tell the story of 2020. The site used a series of filtered experiences allowing users to drill further into different segments and countries most relevant to them. These detailed insights about their specific audience could not be found elsewhere.

Key results

+740k Unique Visitors.

>2:15 avg time spent per user.

+3,500 best practices downloaded.

+107 million earned impressions.