Wrapped Moments (UGC, email, push notifications)

Copywriting and Graphic Design by Isabelle Galus

Spotify Wrapped is one of the most iconic marketing campaigns of the 21st century. After identifying that a large segment of Wrapped lovers also connect their Spotify accounts to Instagram, Wrapped Moments is born: a personalized end-of-year report that highlights how users incorporate their favorite Spotify songs into their Instagram posts and stories. Once they consent to AI facial recognition technology analyzing their profiles, users receive tailored reports like this one:

Waiting for Wrapped every December brings out a lot of people’s inner child, kinda like waiting for Santa every year. But unlike Santa (who’s bluffing when he says he can only bring presents once a year, btw), Instagram knows that it can keep its Wrapped cult following engaged year-round. To maintain momentum, IG asks users to opt in to a “Monthly Wrapped Moments Report”. Weekly notifications remind users to create posts and stories with their fave songs:

After each four consecutive weeks of posting, Instagram highlights users’ top moments and compiles them into an AI-generated, human-reviewed newsletter.

More campaigns, please?!