For more than a decade now, I've had the itch to pitch, manage and scale creative marketing campaigns across industries, budgets and briefs.
And that's a WRAPPED!
One of the highlights of my 2023 was consulting as a Senior Creative Director with Spotify (India) on their annual global Spotify Wrapped campaign.
While the campaign itself lasted three whole months with various creative assets (static/video) being rolled out across the pre, during and post phase of the campaign, my team and I cracked a multi-verse of marketing possibilities for Spotify India's marquee annual campaign (with brand associations ranging from F&B to entertainment).
More importantly, we cracked the core creative ideas for the campaign which ended up resulting in achieving our main campaign KPI: driving up the engagement rate for their most important annual campaign from 11% to 14% (YoY growth)!
Topicality
Conceived as a fun/random riff on the irreverence of the Red Bull brand tone of voice, here's an example of a topical social media post for the brand on #InternetDay.
Creating and entering relevant topical social conversations not only allowed us to keep engagements high but also organically introduced the brand to newer audiences.