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Spotify "Wrapped"

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Turning Data into a Story Launched in 2016, Spotify Wrapped is an annual campaign that transforms a user’s listening habits into a visually engaging story. Each December, Spotify users are presented with a personalized experience: top songs, favorite genres, most-listened-to artists, and total minutes streamed — all packaged in an interactive slideshow. The campaign doesn’t just summarize data — it turns it into a moment of celebration and self-expression. Spotify Wrapped has become a highly anticipated cultural event that dominates social media feeds, especially among Gen Z and Millennials. It’s an outstanding example of how a brand can use storytelling through design and interactivity to connect deeply with its users. Objective Spotify’s goal was to: Celebrate and retain existing users by making them feel seen and valued. Encourage social sharing to attract new users through word-of-mouth. Reinforce brand identity as playful, personalized, and community-driven. T...
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Exercise 5

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Choose your stage

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