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Marketing Wrapped: What Spotify Can Teach Us All Year Round

From campfire chaos to yoga mishaps — unwrap the secrets of viral campaigns and how to apply them to your brand strategy.

Author

Radhika Agarwal
April 11, 2025

I was wondering who even reads these newsletters when there are plenty sources on marketing industry news. Why should you need another marketing museletter? I can't think of a reason, except, that, I want to share personalised case studies on brands I study, along with my opinion on it. In an AI world where case studies can be drafted in seconds, this one feels more human & I myself would adore a more human-centric ones.

April is here, which means financial year planning is in full swing. We're weighing our past budgets, plans, building new & bigger goals and rethinking our marketing strategies! And IMO no better inspiration than Spotify Wrapped! Even though it's a few months past, their marketing lessons from past campaign is evergreen.

And trust me, if you’re investing your time or energy in social media marketing, instead of tormenting why the profile growth isn’t happening, this is the basic logic you need to realise on how and why things go viral.

One of the best virality building campaigns in recent times

Spotify Wrapped is a brilliant example of how to build anticipation, create shareable content, actually go viral and connect with your audience on an emotional level. The best part is that these marketing principles are relevant all year round.

It’s cool

Firstly, it’s cool branding with poppy palette. Secondly,

As a media streaming technology company, Spotify didn’t really need to create anything like this, business was decent. But their marketing team justified why they shouldn’t be laid off.

I cannot wrap my head around the fact that Spotify wrapped is a marketing campaign where they create a compilation of all personal playlist per individual every year.

Marketing tip 1 - Who doesn’t love personalisation? Nobody.

Marketing tip 2 - Everybody loves a shareable piece that is customised to their liking.

Marketing tip 3-4-5-6… interactive, engaging, interesting, shareable.

and since Spotify Wrapped is everything above, it’s the most viral social media campaign in the history.

Remember those hilarious teasers with Jonita Gandhi crashing a campfire?

Sure, we all have varied opinions on nepo, but don’t even get me started on Jackie Shroff and Ananya Pandey’s wrapped. Gold.

First they build a campaign around “Wrapped moments of the year”

Then they panned out a 360 promotional campaign to push its popularity, create buzz & FOMO. Here’s few examples

Interactive cohorts around wrapped

Anticipatory moments

Here are a few takeaways, inspired by Spotify's playbook:

  • Master the Art of the Tease: Don't give everything away at once. Build anticipation with sneak peeks and teasers that leave your audience wanting more. We have used same strategy to promote one of our clients group tour.

  • Humor is Your Friend: Injecting humor makes your campaign relatable and shareable. Laughter is contagious, and it helps people connect with your brand on a human level.

  • Keep it Real: Authenticity is key. People respond to genuine stories and experiences. Don't be afraid to show your brand's personality and connect with your audience on a personal level.

  • The Power of User-Generated Content: Encourage your audience to share their experiences. It amplifies your reach and builds a sense of community around your brand.

  • We use this strategy for mother day campaign for one of our client in baby care industry and results were just wow

Speaking of community, what marketing strategies are you focusing on this summer?
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And if you're looking for more marketing inspiration, Book 1:1 Consultation with me to understand your needs, it will be like spring cleaning your marketing, perhaps refreshing your content or setting new goals

Now, if you'll excuse me, I'm off to review my own marketing plans for the year. It's time for a refresh!

Book Recommendation of the Week:

Building a StoryBrand by Donald Miller - This book is a must-read for any marketer looking to craft a clear and compelling brand narrative. It provides a practical framework for clarifying your message and connecting with your audience on a deeper level.

If you enjoyed this edition of Marketing Muse, you might also like these case studies:

That's all for this week, folks! Don't forget to share this newsletter with your friends and colleagues.

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See you next time,

Radhika