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 Why Spotify ‘Wrapped’ is so successful

Every December, we Spotify users can’t wait to show everyone on social our ’Wrapped’ results, laughing together at our collective cringe-worthy music habits as we see exactly what we’ve been listening to and just how often.

“When it comes to ’Wrapped’, Rapp UK’s chief creative officer Al Mackie says, ”the smartest bit for me is the value exchange – the more you use the product, the more you get to look forward to the roundup.”

Campaigns that play to people’s lives and emotions tend generate buzz. People love sharing personal snippets of their lives with other people and that’s what makes the campaign so successful overall.

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