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How Spotify ‘Wrapped’ Dominated

How Spotify ‘Wrapped’ Dominated

We have some sweet stuff for you today.

Adam Kunes
September 11, 2024

We finally moved over to Beehiiv. Just a quick reminder - we updated our format a bit.

Monday: Quick Tips & Trends
Wednesday: Deep Dive Case Study
Friday: Quick Tips, Trends, News, and Jobs
Each email will feature an AI prompt specifically for marketers because AI is ‘so hot’ right now.

Here’s what’s on tap today:

How Spotify turned user data into a viral marketing success
Key tactics you can implement to personalize your campaigns
AI prompt to help you leverage data for personalization
The Please Advise handoff

🔥 Marketing Playbook: How Spotify Wrapped Turned Data into a Viral Marketing Sensation 🎧

Let's talk about Spotify Wrapped – you know, that end-of-year music treat that floods your social feeds?

In 2022, it generated a mind-blowing 3.8 billion streams in just one week.

Yeah, you read that right. BILLION.

Spotify took something we all love – our own data – and turned it into a viral marketing goldmine.

Here's how they nailed it, and how you can steal their moves:

The Playbook:

Data, But Make It Personal: Spotify didn't just show boring numbers. They served up a personalized mixtape of insights that hit us right in the feels. Nostalgia + data = marketing magic.
Share or It Didn't Happen: They made sharing easier than drunk-texting your ex. With just a tap, you could low-key brag about your music taste across all social platforms.
FOMO Factory: By making Wrapped a once-a-year thing, Spotify created the Super Bowl of music stats. Miss it, and you're left out of one of the coolest conversations of the year.

Key Plays to Steal:

Play #1: Get Personal (But Not Creepy): Use your customer data to create experiences that make people feel special. Like "Hey, we noticed you've bought 17 pairs of socks this month. Everything okay at home?"
Play #2: Make It Meme-able: Give your customers something so cool, so brag-worthy, that not sharing it would be a crime against social media. Bonus points if it sparks friendly debates.
Play #3: Limited Time Only! Create a sense of urgency. Whether it's a yearly round-up or a limited edition whatever, make people feel like they'll miss out if they don't act fast.

🔥 Your Next Move

Dive into your data goldmine. What quirky insights can you serve up to your customers? Example - List the top 3 unexpected ways customers use your product. For a coffee shop, it might be "How many coffees someone ordered throughout the year.”

Brainstorm a shareable campaign that'll make your customers want to plaster it all over their socials. Example - Finish this sentence: "I can't believe I..." Now, how can your product help achieve that surprising result?

Mark your calendar for a once-a-year spectacular that'll have your audience counting down the days. Example - Pick a fun holiday or made-up day that relates to your business. How can you turn it into your industry's Super Bowl or Prime Day?

💡 AI Prompt for Marketers:

“Generate personalized content ideas for a year-end review campaign that showcases users’ interactions with your product or service, highlighting their top usage stats and encouraging social sharing.”

Pro Tip: Use tools like HubSpot or Klaviyo to personalize emails based on user behavior and data, and automate follow-up messages that deepen engagement.

Please Advise — Same, Same But Different

For those who’ve been with us for a while, Please Advise has been delivering top-tier marketing content for the past four years.

Now, we’re entering an exciting new chapter. Previously, it's been Top Hat and Adam (the guy who's been slinging all the content you've come to rely on).

Now, Top Hat is handing off Please Advise to Adam solely.

What’s next? We’re doubling down on the content you love—deep dives, real-world case studies, and actionable tips you can use right away. And we’re throwing in some new and exciting things to keep it fresh, relevant, and valuable.