The Best Wrapped Campaigns, Analyzed
Our wrapped agency breaks down the most successful year-end campaigns — what they did, how they performed, and what you can learn from them.
Spotify Wrapped (2016–2025)
The campaign that defined an entire marketing category. What started as a basic 'Year in Music' microsite has grown into the most shared brand campaign on the internet — 300M+ engaged users, 630M social shares across 56 languages, and the blueprint every brand now copies. Spotify credits Wrapped with driving record Q4 results, including the highest single-day subscriber intake in company history. Here's the full decade, year by year.
630M+
Social Mentions
3.4M++
Press Mentions
Duolingo Year in Review (2019–2025)
The language-learning app that turned streaks and XP into the most-shared education content on the internet. What began as a simple personalized email in 2019 evolved into an in-app story-format experience reaching 130M+ monthly active users — complete with learner-style archetypes, gem rewards for sharing, and the signature 'unhinged' Duo humor that made every stat feel like a meme. Duolingo's Year in Review now launches before Spotify Wrapped, commanding the social conversation first.
1.7B+
Social Mentions
450++
Press Mentions
Strava Year in Sport (2014–2025)
The fitness platform that turned kilometers, elevation, and kudos into the most-shared athletic content on the internet. Now in its 12th year, Strava's Year in Sport combines personalized animated recaps for 180M+ registered athletes with a global Trend Report that generates wall-to-wall press coverage. What started as a simple stats page in 2014 evolved into custom-generated films (1.8M unique videos in 2017 alone), a native in-app experience, and the centerpiece of Strava's growth flywheel — athletes share, friends sign up, the network strengthens. Strava filed confidentially for an IPO in January 2026 at a $3B+ valuation.
12M+
Social Mentions
200++
Press Mentions
YouTube Music Recap (2020–2025)
Google's answer to Spotify Wrapped — and the only year-end recap that can show you the music videos, live performances, and remixes you actually watched. From a bare-bones email in 2020 to a Gemini AI-powered chat experience in 2025, YouTube Music Recap has evolved from an afterthought into a genuine differentiator for a platform with 125M+ paid subscribers and 2.7 billion monthly YouTube users. In 2025, YouTube launched both a Music Recap and its first-ever general YouTube Recap — betting that wrapping video watching habits, not just music, is the next frontier.
100++
Press Mentions
Bolt Rewind (2020–2025)
The European mobility super-app that wraps rides, food delivery, groceries, scooters, and car-sharing into one personalized year-end story — five years before Uber even tried. Founded in 2013 by a 19-year-old Estonian who took on Uber with a EUR 5,000 family loan, Bolt now serves 200M+ lifetime customers across 50+ countries and 600+ cities. Their Rewind covers every service in the ecosystem: longest ride, CO2 emissions avoided, most-ordered dish, favorite pickup spot — turning a multi-vertical super-app into a single shareable narrative. Bolt hit EUR 2B in revenue in 2024 and is exploring an IPO at $8.4B.
50++
Press Mentions
Reddit Recap (2021–2025)
The only wrapped campaign that measures your year in bananas. Reddit Recap turns browsing data, upvotes, comments, and community participation into a gamified year-end story — complete with rarity-tiered persona cards, collectible avatar NFTs, and subreddit-level community recaps. What started in 2021 as Reddit's first personalized user feature has evolved alongside the platform's explosive growth: from 52M DAU to 121M+ DAU, a 2024 IPO at $6B, and $2.2B in revenue by 2025. The Recap is mobile-app-only by design, pushing desktop users to download — and its self-aware humor (including a 'Totally Not Spotify Wrapped' parody) captures Reddit's unique internet culture perfectly.
100++
Press Mentions
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