Spotify's End of Year Wrap Up

This year more than ever, Spotify’s annual end of year wrap up, was mentioned across all social media platforms. So, what is this campaign? The project gives music fans ways to remember the albums and songs they don’t remember loving, but listened to everyday.

And what does this campaign include? The project gives each user a detailed report of their top songs from the last year featuring most played, and favorite genres. The campaign also includes a personalized year-end playlist that has debuted in 21 markets.

Stats on how many countries their favorite music came from, which podcasts you listened to also make an appearance. More importantly, Spotify’s Wrap Up campaign, shows gratitude towards creators in the music industry.

This campaign is smart because it creates the FOMO effect and entice new users to consider Spotify. The campaign divides your year into seasons, make you reflect on the past decade, remember your good memories and bad memories, the laughter, the sadness; the campaign pulls at all the right emotions.

Spotify reported more than 60 million users engaged with the in-app story experience that racked up nearly 3 billion streamed from Wrapped playlists. It has also been a massive hit on social media. According to Twitter, at least 1.2 million posts were made mentioning Spotify and their wrapped up campaign on the social media platform.

The campaign is also a huge accomplishment because instead of pushing for people to share or purchase the service, it is saying “thank you” for sticking with us, for listening to artists and supporting their dreams.