Client
Spotify
Overview
The campaign was built around a simple idea: let creators speak in their own voice about their top artists and podcasts. We activated 41 creators to share native, self-shot content tied to Wrapped 2023. Spotify also hosted a live music event in London, where creators were invited to live-stream or post in real-time. The mix of creator-led storytelling and event hype created a strong blend of authenticity and reach.
Client
Spotify
Industry
Music & Entertainment
Service
Campaign Lead
Creator Casting
Content Production
Content
Event Activation
Duration
4 weeks
The Challenge
- Keep Spotify Wrapped visible and talked about on social beyond the usual 48-hour spike - Extend its cultural footprint over several days without over-saturation - Maintain organic tone and relevance across a large group of creators - Blend short-form content with real-time event storytelling - Ensure momentum through multiple creator waves and publishing windows
The Solution
- Talent strategy: onboarded 41 creators with strong TikTok and IG traction - Briefing: gave creators flexible prompts to lean into humour, trends, and music tastes - Content model: generated 126 pieces of content with high volume and variety - Event integration: brought creators to a London live music event to post from on-site - Platform alignment: prioritised TikTok and Reels formats for virality - Campaign sync: rolled out content in staggered waves to stretch momentum
The Result
- 56.6 million total views - 2.6 percent engagement rate - 126 pieces of content - 41 creators activated - Campaign extended across a full week of engagement
