There are few campaigns in the world, which “move” people and are based on data, but Spotify’s 2018 Wrapped campaign sure did.
Every user at the end of the day has their own playlist throughout a year and if you bring together the insights generated throughout the world of all users including, favorite songs, favorite artists, playlists etc, you bring together an amazing view of the what the world was listening to over one year and what moods, emotions and topics were moving people.
The Spotify campaign was therefore one of the best data campaigns of the year. Something which moved people on an individual basis but also on a global basis also.
And they used this data to bring together a fantastic campaign.