LMC #1: Spotify Wrapped 2022

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"Wrapped" is Spotify's annual viral marketing campaign, first released in 2016, where they recap their users activity and reveal personalised data to them. The campaign has led millions of people to promote the app on their social media accounts and it has been an annual success.?

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?? The official "Wrapped" playlist on Spotify garnered over 3 billion collective streams by almost their entire user base.

?? 60 million people tuned in to hear what sounds were playing around the world.

?? The campaign generated 400 million tweets

?? In 2020, the annual campaign increased Spotify's mobile app downloads by 21%

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Spotify manages to turn its customer data into a winning personalisation strategy. They put their customers in the spotlight by giving them 'main character energy'. As technological capabilities increase, it is becoming possible to create hyper-personalised relationships with customers.

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Spotify Wrapped is extremely sharable, the in-app experience prompts users to share to their social channels. Make your content optimised for social media so that users are easily able to share it and engage with it.

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While customer acquisition is essential, it's also about maintaining a good relationship with existing customers. Creating content that champions users at the loyalty stage should not be neglected.

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Spotify has proven that sticking with your proven success formula can work wonders for your social strategy. Wrapped is a reliable, consistent and highly anticipated campaign that has become an integral tradition.