Spotify’s annual brand campaign “Wrapped” is a global initiative celebrating each listener’s year of music streaming. UM was tasked with finding a local, relevant and effective way to raise awareness of the campaign in Asia. Our data-driven insights led to the creation of the largest-ever campaign for Spotify in Asia, combining the national pride of consumers in the Philippines and Indonesia, their need for positive stories, desire for community connection and passion for creating their own headlines through social media. “Wrapped 2018” was the most successful campaign for Spotify in Asia, achieving more than 222 million impressions across the region.