the challenge
For four consecutive years, we measured the effectiveness of the famous Wrapped campaign for Spotify, who wanted the tools to talk about “brand health” in new and exciting ways to their partners using interesting and impactful data
To bring our findings to life, ON ROAD created a live ‘Unwrapping’ reaction video reel, capturing our audience’s visceral sentiments towards the creative.
the insight
Findings from surveys and group workshops spoke to each corner of the creative success, from cultural to personal relevance, to theme resonance and overall engagement.
We unearthed features that landed well, identified those which need iteration, how our network related to the campaign and Spotify as a platform and brand. Each year, these learnings were implemented for the following campaign.