Spotify's 2020 Wrapped Campaign Focuses on Gratitude and Resilience
Ellen Smith — December 1, 2020 — Marketing
Spotify's 2020 wrapped campaign highlights the artists and podcast hosts that helped us through a tumultuous year. Every year Spotify uses its expansive user data to create highly relatable and humorous out-of-home ads. Often taking the form of billboards or subway posters, these ads help to summarize the year musically, often referencing cultural touch points.
This year's campaign proved to be unique, as for the first time in Spotify's history, all consumers were enduring the same event. As a result, some of the ads read "Thank you Bad Bunny for helping us find our personal dance floors" -- an obvious reference to the social isolation we've all experienced. While other ads don't reference the pandemic as specifically, they do carry themes of gratitude and resilience.
Image Credit: Spotify
This year's campaign proved to be unique, as for the first time in Spotify's history, all consumers were enduring the same event. As a result, some of the ads read "Thank you Bad Bunny for helping us find our personal dance floors" -- an obvious reference to the social isolation we've all experienced. While other ads don't reference the pandemic as specifically, they do carry themes of gratitude and resilience.
Image Credit: Spotify
Trend Themes
1. Personalized Data Campaigns - Opportunity to use personalized data to create highly relatable and emotional advertising campaigns.
2. Cultural Touchpoint Advertising - Opportunity to use cultural touchpoints and references to create humorous and shareable advertising campaigns.
3. Empathetic Appreciation Campaigns - Opportunity to use appreciation and empathy as the primary theme of advertising campaigns to build brand loyalty and connect with consumers.
Industry Implications
1. Advertising - Opportunity for advertising agencies to use large amounts of personalized data and cultural touchpoints to create emotional content for brands.
2. Music Streaming - Opportunity for music streaming companies to leverage user data and artist appreciation to increase user engagement and retention.
3. Marketing - Opportunity for marketers to create empathetic appreciation campaigns that focus on gratitude and resilience to connect with consumers and build brand loyalty.
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