SPOTIFY WRAPPED 2018

TitleSPOTIFY WRAPPED 2018
BrandSPOTIFY
Product / ServiceSPOTIFY WRAPPED
CategoryA08. Media / Entertainment
EntrantUM SINGAPORE, SINGAPORE
Idea Creation UM SINGAPORE, SINGAPORE
Media Placement UM SINGAPORE, SINGAPORE
Production JUICE SINGAPORE SINGAPORE, SINGAPORE
Production 2 JACK MORTON WORLDWIDE Singapore, SINGAPORE

Credits

Name Company Position
Peter Etheridge Juice - TBWA Regional Group Brand Director

Why is this work relevant for Media?

The challenge in the region was to get non-Spotify users involved in the ‘Wrapped’ campaign. Our aim was to champion local stories that convey the spirit of ‘Wrapped’, but without the need for the Spotify users data. We dubbed these local stories, ‘cultural conversations’. To truly be a part of cultural conversations, we needed an integrated media approach. A layered multi-channel campaign where each channel worked together to build upon messaging. We used TV, Out of Home, Digital, Video, Social, Activations & Sponsorships to reach our audience, combining them with a common thread; data, to celebrate cultural conversations of 2018.

Background

Every December, since 2016 Spotify run a brand campaign that celebrates the year that’s been in culture. The centerpiece of the campaign is Spotify ‘Wrapped’. A global initiative, that celebrates each individual’s year of music streaming through a personalized playlist - curated off their own Spotify listening data. However across Asia penetration of Spotify is low and due to this, awareness of ‘Wrapped’ suffers. We needed to find a way to get non-subscribers interested in an initiative that celebrated current listening behavior while also championing the current Spotify community. Our aim; localize the spirit of ‘Wrapped’, awakening Asia to the best Spotify has to offer. By embedding Spotify in key cultural moments and driving local relevance of a global brand we aimed to increase marketing metrics across the funnel.

Describe the creative idea/insights (30% of vote)

“Wrapped” in western markets focused on political & social commentary, in Asia those topics are taboo. We needed to find culturally relevant data stories worth celebrating. Despite recent troubling headlines, national pride across Asia has never been stronger. In cultural environments overshadowed by unrest, people were craving positive stories to unite communities. For Indonesians and Filipinos, social media provides the perfect outlet to express themselves, connecting with others with similar passions - both markets rank top 3 globally in engagement. In 2018, cultural phenomenon such as the “Keke” challenge flooded social feeds. We discovered that Spotify listening data reflected social passions across communities, revealing thousands of local headlines worth celebrating, hidden in the data. Using Spotify data, we uncovered the positive local headlines of 2018 that connected individuals across communities. Unique data stories across an integrated channel mix weaved a layered message that Spotify is the local pulse of culture.

Describe the strategy (20% of vote)

To embed ‘Wrapped’ in local culture we needed to talk to two audiences; - Spotify subscribers: Celebrating the year of music streaming, sharing their fandom of music (and the Spotify brand) - Non-Spotify subscribers: Connect with culturally progressive non-users, demonstrating how Spotify is the heartbeat of SEA culture through unique data stories CELEBRATE YOUR HEADLINES OF 2018 Our strategy was to leverage Spotify data to surface local stories, then celebrate the narratives in the culture and communities where they were created. We aligned key 2018 moments with listening behavior then shared the stories to relevant local broadcast channels, highly targeted digital platforms and new earned media SURFACE LOCAL HEADLINES Inject Spotify into cultural conversations by surfacing positive headlines in marquee, impact, high reaching broadcast channels. WEAR YOUR HEADLINES Give Filipino and Indonesian engagers the tools to surface their own positive headlines with Spotify and share them with pride.

Describe the execution (20% of vote)

We created the LARGEST EVER integrated campaign for Spotify in Asia through data led stories, rallying communities and embedding the Spotify brand into cultural connections. SURFACE LOCAL HEADLINES OOH, TV, DIGITAL, SOCIAL, VIDEO - Rallied Indonesian music fans, headlining local music breakthroughs on the biggest billboard in Asia - Tamanangrekk Mall - Celebrated LGBTQ pride with a TV campaign targeting high affinity cultural hotspots, connecting over 7,000 islands in the Philippines. - Integrated Spotify directly in the Metro Manila Film Festival, and created new headlines by awarding the best soundtrack on National Television. WEAR YOUR HEADLINES ACTIVATION, PARTNERSHIPS, SOCIAL, INFLUENCERS - We turned South East Asia music fans into walking Spotify billboards printing personalized “wrapped” listening stats on custom t-shirts in branded Spotify zones - Gave fans their 5 seconds of fame; each personalized t-shirt got a position on the data-enabled ‘wrapped wall’, providing thousands Instagram moments

List the results (30% of vote)

Wrapped 2018 was the most successful campaign for Spotify Asia, achieving 222M+ impressions across the markets. Spotify also received an additional 259k social mentions from proud fans during the campaign! Not only did we run out of T-Shirts, the digital-fueled activation converted hundreds of new users on the spot. 77% of the attendees took to social media to share their Spotify stories with 10k+ UGC social posts ensuring Spotify was at the heart of cultural conversations. The 2018 Spotify Wrapped campaign exceeded all business objectives with an overall +6.4% increase in awareness across the region. In emerging markets where Spotify is competing against local competitors, the campaign exceeded the brand love objective by over 25% and achieved more than 3x the goal for consideration.