Spotify — “Wrapped” Creator & Influencer Ecosystem

A masterclass in influencer-powered sharing, turning creators and everyday users into brand ambassadors through a personalised experience designed to be shared organically.

Market: Global (Including Africa)
Campaign Type: Influencer Marketing + User-Generated Content

Spotify Wrapped isn’t just a product feature — it’s one of the most successful influencer-driven campaigns in the world. Creators, artists, and everyday users all became ambassadors, sharing personalised content organically across social platforms.

Why We Admire It

• Influencers amplified a shareable experience, not an ad

• Seamless blend of creators, celebrities, and everyday users

• Massive organic reach without forced promotion

• Campaign repeats yearly, building anticipation and habit

Key Takeaway
When a campaign is designed to be shared, influencers become accelerators — not the entire strategy.