How Spotify Wrapped Became a Viral Marketing Funnel

Lucas and Luna dissect Spotify Wrapped as a marketing funnel case study. They trace how a simple year-in-review feature transforms listeners into brand advocates, driving awareness, engagement, and action without paid ads. The episode focuses on the 2023 Wrapped rollout, which generated over 60 million social shares in two weeks. Lucas explains the three design principles that make Wrapped work: personalization, shareability, and surprise. Luna challenges whether the novelty is wearing off and how Spotify might evolve the campaign. The hosts also discuss the broader lesson for marketers: when your product is the ad, you don't need a funnel—you need a mirror. #SpotifyWrapped #MarketingFunnel #ViralMarketing #Personalization #SocialMediaStrategy #BrandAdvocacy #UserGeneratedContent #MarketingStrategy #DigitalMarketing #ContentMarketing #Spotify #DataStorytelling #EngagementMarketing #FexingoBusiness #BusinessPodcast #MarketingPodcast #LucasAndLuna #TheMarketingFunnel Keep every episode free: buymeacoffee.com/fexingo