For 2017’s year-end campaign, we looked forward instead of back, finding bright spots in our data to create optimism for the year to come. Our global OOH campaign transformed user’s 2017 listening data into “2018 Goals,” using data-storytelling to highlight listening habits, playlists and other unique behaviors on our platform to highlight the fact that despite our differences, we have more in common than we think, and to create an overall positive outlook at the end of a difficult year.

The OOH campaign launched at the beginning of the holiday season with over 7,000 placements worldwide. It ran from November 29, 2017 and was live through the end of the year. High-impact print and digital out-of-home, including station dominations in multiple cities, were supported by digital ads, social posts, broadcast spots, and a digital website where users could get their own personal data stories based on their listening.

The campaign generated over 2.4 billion streams, 5 million social shares and drove a bigger increase in monthly active users than any campaign in Spotify history.