Realizing the extent of people posting about their listening data being skewed by family hijacking their account, we decided it was time to alleviate their pain by gifting them, and thereby raising awareness of, the Spotify Premium Family Plan (allowing up to 6 individual profiles). We also wanted to make sure we stayed on brand, and personalized the experience, so we carefully crafted each reply just for that particular person.

End of year means one thing to Spotify users: Wrapped. The annual event where listeners discover their most streamed songs and podcasts. But some noticed a few discrepancies in their data. Sharing an account with family members had impacted their results, leaving Wrapped cards dominated by dad rock and baby sharks. So Spotify Premium came to the rescue by finding impacted listeners and responding live with hyper-personalized apology notes, offering free Spotify Premium Family. Saving future Wrapped cards and online reputations. The responses received +100,000 impressions within 24 hours. As the Wall Street Journal put it, “For those lamenting on a public forum about the outcome of the 2019 Wrapped due to account sharing, Spotify offered a solution” / (WSJ).

Realizing the extent of people posting about their listening data being skewed by family hijacking their account, we decided it was time to alleviate their pain by gifting them, and thereby raising awareness of the Spotify Premium Family Plan. And to truly get their attention, we decided to make bespoke responses to each individual.

As we identified the people posting about this particular pain point of having their family members wreck their Wrapped results. We wanted to make sure we stayed on brand, and personalized the experience. So we carefully crafted each reply to show our appreciation for that particular person. And to be able to do this at scale, the week that the official Wrapped experience launched, we set up a war room and filled it with analysts, copywriters and designers. Spending the days doing nothing but crafting real time responses, with hand made, bespoke assets, tailored for just for that particular person.

With Wrapped Rescue, future Wrapped cards and online reputations were saved. The responses received +100,000 impressions within just 24 hours. And of course, being Spotify, we looked even further into the data. After sending out our notes, when it came to how people were posting about Spotify Premium, ‘Joyful’ posts, ‘Positive Sentiment’, and mentions of ‘Surprise’ were all up over + 2,000%.