Spotify: Wrapped

Spotify launched an innovative, extensive digital campaign in India to celebrate existing users, acquire new users to Spotify Wrapped, and grow, enforcing Spotify as a constant companion.

The communication goal

Spotify Wrapped gives listeners a personalized visual representation of the songs, artists, genres, and podcasts they listened to most from January to October. These are released as shareable cards.

2021 Wrapped was Spotify's opportunity to celebrate existing users, acquire new users, and grow in India.

We needed to enforce Spotify as a constant companion through unpredictable 2021. For non-users, we needed to create FOMO around Wrapped.

The situation analysis

During Covid, the perception of 'normal' shifted - there was no one way to be 'normal' anymore. Wrapped 2021 became the chance to celebrate every single normal, including...

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