Social media campaigns are one of the most powerful tools that marketers have to drive sales, engagement, and loyalty. Many brands have had successful campaigns that have generated viral reactions of their content having tremendous results in branding, sales, and customer growth. For example, we will take a look at the Spotify 2019 end of the year campaign.

Spotify is a digital music streaming service that gives you access to millions of songs, podcasts, and playlists created by AI fitted to your music tastes or build by you, your friends, favorite artists, or other members of the Spotify community.

In this post, we will discuss one of my favorite campaigns in social media, the 2019 Spotify wrapped of the decade and their strategy: What platforms and why, implementation and execution, and, most importantly, in any marketing campaign, results.

Case study overview: Digital platforms plan

The campaign was executed across the Spotify’s app, Instagram, Facebook, and Twitter accounts, by promoting content. Also, using a landing page that had all the users accumulated music consumption data, Spotify provided information about the users most listened artists, songs, and genres along with the number of minutes listening to music by year. To conclude, the app offered a playlist with your favorite tracks of the year.

social media campaign example
An example of an user sharing their results in the Spotify Campaign

Social Media Campaign Implementation

By providing quality infographics rich in content, Spotify empowered their users with excellent content on something that most humans love. Music. For example debates like what is the best band, song, or album as well as music taste, are great conversations.

Firstly, Spotify made the content easy to share on social media platforms. Secondly, they also offered personalized summaries for bands; by doing this, the bands acted as influencers. Thirdly, the campaign was something done consistently at the end of the year in 2017, with the bonus of an end of the decade summary!

By making this content sharable, Spotify generated awareness on its music platform by using users as promoters of their stats. Simply GENIUS.

Social Media Campaign results

According to Forbes “60 million users engaged with the in-app story experience that racked up nearly 3 billion streams from Wrapped playlists.” Just in Twitter alone, it had 1,2 million hits. This was effective because it made it important for the community to show pride for their artist and taste. Anyone that did not participate was suffering from FOMO and curiosity of what their stats would show (and probably what their friends would think about them).

Spotify enjoyed success because of reciprocity. It provided content for their customers, consequently fans generated huge exposure and millions of dollars worth of earned media.


In conclusion, Spotify showed the power of viral content. Further, in the future my recommendation would be to offer promotions to fans that listen the most to the biggest band to have free tickets for a concert as a thank you. I think it could have generated an even stronger boost in shares and customer loyalty.

What were your top five artist last year? Did you like this campaign? Leave your comments on the section below.

Photo by Morning Brew on Unsplash