Wrapped 2022
Spotify
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Brief: Create a global Spotify Wrapped social-first campaign, for the first time ever.
Solution: Going social-first allowed Spotify to talk with individuals, not at the masses. So we created a social TOV that was music obsessive, down-to-earth, witty and self-aware.
We tapped into Wrapped’s most talked-about moments, cultural events and trending topics, to create fun and quirky content. From TV characters’ Top 5’s to footballers’ Guess My Wrapped. Our huge suite of lively assets has been a big hit with over 20 million views.
The Wrapped Newsroom:
As well as being playful with playlists, we got reactive with Wrapped and activated *The Wrapped Newsroom*. Where we kept an eye out for some of the best, worst and weirdest comments about Spotify Wrapped, and responded to them. For a campaign packed with real-time interactions, conversations, and personalisation.
Basically, we got sociable on social.
