Spotify Wrapped
Brief: This campaign aimed to boost engagement on the Spotify app and attract new users through a contest tied to Spotify Wrapped. Users could enter by participating in a streaming challenge for a chance to win concert tickets based on their top artist. By leveraging a popular, personalized feature, the campaign encouraged both app usage and downloads. Deliverables included Instagram posts, a winning email mockup, and a push notification design.
Challenges & Key Insights: A key challenge was creating original Instagram content that stayed true to Spotify’s bold, minimalist brand. The visual style—vibrant colors, clean lines, and minimal text—required careful balance to clearly communicate contest details without overwhelming the design. This project highlighted the importance of designing within strict brand guidelines while still keeping content fresh and engaging. It also reinforced the value of user-centered thinking—crafting content that taps into what excites and motivates users, especially around personal features like Spotify Wrapped.
Data & Research: Research focused on Spotify’s tone, visual style, and social media trends, especially surrounding Wrapped. Insights came from both platform data and personal experience, revealing how emotionally connected users are to their listening history—an insight that shaped both the strategy and content direction.
