Campaign Case Study

Spotify Wrapped, Now for Songwriters

Songwriter Wrapped - personalized assets for Spotify songwriters
The Brief

Since 2017, Spotify's Artist Wrapped has given creators around the world a personalized experience to celebrate their success throughout the year - presenting them with stats and fun facts about how their fans listened to, engaged with and shared their music.

For 2022, Ditto was tasked with the exciting opportunity to bring songwriters into the Wrapped experience, by creating Songwriter Wrapped, a celebration dedicated to the storytellers behind some of the most beloved lyrics that soundtracked 2022.

Songwriter Wrapped kicked off with outreach to all Songwriters to commemorate a fantastic year and provide them with social share cards highlighting data stories specific to their songwriting catalog performance on Spotify in 2022.

Client
Spotify
Capabilities
Creative Ideation
Brand Strategy
Asset Creation
Data Automation
Digital Transformation
Personalized Delivery
Email Design
Deliverables
Wrapped Social Asset Design
Communication Media
Automated & Personalized Delivery System
The Challenge

Time was short, and we needed to get over 7,000 assets into the hands of our honored Songwriters. We had just a few weeks to create assets showing a breakdown of the total hours their music has been streamed, follower and listener stats, playlist adds, total numbers of shares, and more. The solution? Creating our own Digital Asset Manager that integrated with Mailchimp to make sure the personalized assets were in the right inboxes. This process is now implemented, and can be used for future drops of all kinds.

The Keys To Victory

Perfection on this first try was the goal. To achieve this we had to:

  1. Align with the 2022 Wrapped Branding
  2. Make sure the data was clean and correct
  3. Deliver directly to songwriters and/or their labels
  4. Personalize the assets to spotlight our songwriters
Here's How They Came Out
Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card Songwriter Wrapped card
The Feedback

Overwhelmingly positive!!!

81%
Open Rate
44%
Downloaded on Day One

Feedback From Our Project Partner:

Hi team,

THANK YOU SO MUCH for all of your hard work, unlimited patience, and creativity on Spotify’s first-ever Songwriter Wrapped. This is an historic moment both for the company and for the songwriting community and without you, none of it would have been possible.

We’ve been overwhelmed with positive feedback from the songwriter community and their publishing partners, and we’re so grateful to you for helping us bring this campaign to life.

Cheers to you!!! Can’t wait for 2023 Songwriter Wrapped.

POWERED BY DITTO