This case study explains how Spotify transformed listener data into a distinctive year-in-review campaign built around artists, playlists, and personalized listening behavior. The out-of-home creative used real audience insights to generate witty, culturally relevant messages, while the digital experience allowed listeners to view and share their individual 2018 recaps. Advertising encouraged use of the #2018Wrapped hashtag, helping the campaign move from physical placements into online conversation. According to NUVI, the campaign reached more than 147 million consumers on Twitter and spread to an additional 28.7 million people. Spotify positioned the campaign less as conventional advertising and more as an editorial platform for celebration, humor, and audience participation.

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