Project: Spotify Wrapped (2018 to 2022)

Position: Director, Influence & Communications, 2 Degrees

Role: Creative Strategy, Influencer Engagement

As a strategic and creative partner to Spotify's Global Head of Communications, I played a role in shaping the annual Spotify Wrapped campaign into a global sensation from 2018 to 2022.

My responsibilities involved annual planning and execution of Spotify Wrapped, directing a team responsible for various facets of the campaign. This included overseeing creative data-storytelling opportunities, digital influencer engagement, social media content, gifting initiatives, and managing high-profile events. These elements were integral in creating a buzz and building up anticipation for each year's Spotify Wrapped release.

Spotify Wrapped's evolution into a powerhouse marketing campaign is attributed to its unique approach to personalisation and social media engagement. Introduced in 2016, the campaign resonated deeply with users by providing personalised summaries of their listening habits, including top songs, favorite genres, and preferred artists. This personal touch not only enhanced user experience but also played a significant role in reinforcing Spotify's brand in the competitive streaming industry.

Over the years the campaign's PR strategies significantly contributed to its success. The annual unveiling of Spotify Wrapped turned into a much-anticipated event, embedding itself into users' yearly routines. Innovative features such as the "Listening Personality" and custom artist messages further elevated user engagement. The consistent introduction of fresh, gamified elements kept the campaign engaging and relevant, maintaining its appeal year after year.

Recap of 2022 broadcast coverage here