For hundreds of millions of listeners around the world, Spotify will forever be the soundtrack to their 2010s. So as the decade drew to a close, we wanted everyone to celebrate the music and moments that moved them. With an audience that spans every continent and genre, how could we reach fans, artists and podcasters in a way no other brand could?

After years of “wrapping” up each individual year with Spotify Wrapped, we turned our focus to the music, podcasts, and culture that defined the decade. We created digital experiences that served up deeply personal, shareable stories for millions of individual fans and artists, powered by 10 years of listening data.

The experience was uniquely crafted for each viewer based on their tastes and listening history, so that no two experiences were ever the same. People responded in their thousands, sharing stories, memes and user-generated interpretations with the world – and before long it became the #1 trend on Twitter.

Alongside the digital experience, every piece of creative was based on the way Spotify users consumed audio on the platform over the decade, and several elements of the campaign—like a billboard celebrating Mariah Carey’s “All I Want For Christmas Is You” dominating the charts every year—went viral in their own right.

Wrapped focused on spreading a message of gratitude and resilience around the world, showcasing data-oriented stories that highlighted fans and creators, allowing the brand to take a backseat. We thanked the artists and podcasters who broke through all the noise and kept us inspired. We gave creators a way to pay tribute to their hometowns, emphasizing the importance of community. And we created digital experiences that provided each of our 350+ million users with a personalized recap of how they listened and grew over the year. By making every story shareable from within the experience itself, Wrapped encouraged our community of fans and artists to connect directly, sparking a vibrant outpouring of personal reflections and surprising insights that dominated the cultural conversation for days

In 2019, Wrapped invited the world to dance to 10 years of data. After all, for hundreds of millions of listeners globally, Spotify was the soundtrack of their decade.

With our two brand films, we dramatized an imagined debate about the best songs of the 2010s—and then passed the torch to an artist who will lead us into 2020s. We then wrapped hundreds of data stories into OOH that ran in 21 markets, and produced a 10-part Spotify Original Podcast that threw back to the decade’s biggest hits.

But our biggest splash was yet to come. For listeners, artists and podcasters, we designed three distinct digital experiences to relive and share their own unique decade. People responded, sharing stories, memes and user-generated interpretations with the world – and before long #SpotifyWrapped became the #1 Twitter trend, creating a global cultural moment that dominated conversation online and offline for days.

By the end of January, we'd created the largest, most successful campaign in Spotify's history. 63 million users accessed their Wrapped experience - and 31 million, almost 50% of them, shared it on social media.

This created a windfall of earned media that sent Wrapped to the #1 organic global trend on Twitter, before paid media was even turned on. All in all, the earned reach topped 6.3B global paid media impressions for a $38M earned media value.

And most importantly, people listened more, too. 79 million users listened to their personalized Wrapped playlists during the month of January, streaming these playlists a total of 7.2 billion times.