How to Create a Spotify Wrapped for Your Brand (Step by Step)

Step 1: Decide what the campaign is for

Pick one primary goal

A wrapped can drive retention (remind users what they got from you), acquisition (their share cards recruit their friends) or upsell (show usage, then show the next tier). Pick one before touching data. The goal decides the final slide: a retention wrapped ends with "see you next year", an acquisition wrapped ends with a share prompt, an upsell wrapped ends with an offer.

Know the benchmark

The format works because personalization works: 71 percent of consumers expect personalized interactions, and personalization typically drives a 10 to 15 percent revenue lift. You are not inventing a risky format, you are applying the most proven playbook in consumer marketing to your own data.¹

Step 2: Audit your data

List what you actually know per customer

Almost every business has more per-customer data than it thinks: orders, visits, sessions, bookings, messages, minutes, streaks, firsts and favorites. Write down every event you store with a timestamp and a customer ID. That list is your raw material.

Apply the "so what" test

A metric belongs in a wrapped only if the customer reacts with "that is so me" or "I did not know that". "You ordered 47 times" is inventory. "Your go-to order is a flat white, and you switched to oat milk in March" is identity. Aim for five to seven metrics that pass the test.

Handle the privacy angle up front

Use data the customer already sees in their own account, aggregate everything else, and make the recap opt-in to view (a link or an in-app card, not an auto-posted anything). Monzo runs a spending recap inside a bank and gets thanked for it; tone and consent make the difference.²

Step 3: Build the story arc

The proven slide order

Study any major wrapped and you find the same skeleton: a warm welcome slide, a big headline number, two to four deeper data beats that alternate scale ("2,400 minutes") and specificity ("your busiest day was a rainy Tuesday in October"), one persona or superlative slide ("you are in the top 8 percent"), and a final summary card that compresses the whole year into one shareable image.

One idea per slide

The recap is consumed in five to fifteen seconds per slide, on a phone, half-distracted. One number, one line of copy, one visual. If a slide needs explaining, split it or cut it.

Percentiles beat totals

"Top 5 percent of our customers" outperforms any absolute number, because ranking is inherently shareable. If you have enough customers to compute percentiles, use them on at least one slide.

Step 4: Design for the screenshot

Vertical, bold, branded

Design every slide at story format (9:16), with type big enough to read on a feed. Put your logo or brand name on every frame, because slides travel without context once they are screenshotted. This is also why generic chart libraries feel wrong here: the design language should feel like your brand's poster, not your dashboard.

Build the share card as a first-class feature

Do not rely on screenshots alone. Give every wrapped a designed share image and a native share button. Spotify's shares (630 million in 2025) do not happen by accident; every slide has a share affordance built in.³

Step 5: Launch at the right moment

The recap window

Spotify drops in early December and primes the entire internet for recap content. Launching your wrapped between late November and mid-December means riding that wave instead of explaining the format. January works as a fallback for fitness and productivity brands, where "new year" framing fits.

Distribution checklist

Email to your customer list with a personal teaser number in the subject line, an in-app or on-site banner for active users, and a handful of your best stats (aggregated, anonymized) as a brand post for social proof. The email is the workhorse; expect it to beat your normal campaign open rates simply because the content is about the reader.

Step 6: Measure and decide about next year

The metrics that matter

Track open rate on the announcement, completion rate through the slides, share rate, and traffic or conversions from shared links. Share rate is the north star: it separates "nice email" from "campaign that recruits new customers".

Build vs. done-for-you

In-house, a polished wrapped is realistically four to eight weeks across data, design and engineering, which is why most teams that start in November ship in February. The alternative is a specialized agency. We build custom wrapped experiences done-for-you in days: you send a data export, we deliver the tap-through experience, share cards and launch assets. See live examples, pricing, or the case studies with real campaign numbers, and our breakdown of 15 wrapped campaigns for more inspiration.