Wrapped is Spotify's annual wrap-up that showcases global listener data as it relates to the year in culture. It's a way to celebrate our listeners, to reveal surprising truths behind their habits, and to drive social conversation.

The specific goals for our campaign were:

-Get more than 150 million users to engage / complete their own Spotify Wrapped

-Drive social conversation among our GenZ target audience.

-Increase engagement in new and growth markets including LATAM and India

-Drive target audience to the Spotify app / platform

2023 was a year full of fabricated realities. With Super Mario Big Red Boots as fashion, AI Bernie, Spy Balloons, and UFO hearings in Congress.

So in a year that felt like the world was trying to dupe us, we decided to use data as the receipts of what really happened. The good, the bad, and the AI-questionable.

"Wrapped or It Didn't Happen" celebrated the real moments that defined your year on Spotify and in culture. By revealing the surprising and sometimes uncomfortable truths behind global listener data.

The marketing campaign "Wrapped or It Didn't Happen" pulls from global listener trends and contextualizes it in mediums and markets where it is most relevant to our audience.

This year, instead of just looking at the top streamed songs and artists around the globe, we dug a little a deeper. To unearth the real, sometimes surprising or uncomfortable truths hidden in the data. How? By making correlations between data sets that revealed something new.

For example, we discovered that some listeners who streamed Selena Gomez’s “Single Soon” also created playlists titled “Dump him.”

Or, we discovered there was real world implications between listener data of top streamed songs and shopping habits. For example, the increase in flower bouquet sales correlated to the rise of streams of Miley Cyrus's song "Flowers." As proven, by the retail data provided by external brand partners.

After nine years, 2023 Wrapped was still our biggest year yet.

The campaign garnered 20,000+ news and broadcast mentions and 15.8+ billion in estimated reach. The hashtags generated 70.8 billion views on TikTok and became a #1 trending topic globally on Twitter/X.

All of which led to the product experience which had over 215.8 million engaged users, up 40% from 2022 and grew GenZ engagement by 60%. There was double digit engagement rate growth across all age brackets worldwide and engagement in LATAM almost doubled since 2022.

2023 Wrapped also contributed to a strong fourth quarter for Spotify, helping grow active monthly users 23% Y/Y to 602 million and 1 million ahead of guidance. Net additions of 28 million represented the second largest Q4 net addition performance in Spotify history.