From Spotify Wrapped to Cow Appreciation Day - How Marketers Leverage Consumer Anticipation

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This blog was written by Madeline Evans, the Marketing Manager at Setup.

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It’s the end of the year which means Spotify Wrapped is here to spread cheer.

Whether you’re embarrassed by the sheer number of times “HOT TO GO” played, or you are proud of your hip indie pop playlist of unpopular gems, there’s nothing like a Spotify Wrapped drop. All of a sudden, social media accounts are swarmed with memes encouraging people to post and Instagram Stories are filled with shocking and expected lists. 

Since December 2015, this interactive experience has become a cultural phenomenon. Uniting music listeners, exposing people to new artists, and, most importantly for marketers, providing FOMO to non-Spotify subscribers. Releasing Spotify wrapped is one of the most anticipated times of the year. 

Spotify Wrapped makes consumers feel seen. As a society that lives in a world of social media filled with validation and a former obsession of Seventeen turned Buzzfeed quizzes, people are eager to know who they are and what their tastes mean about them. What better way to do that than to ask the data? How cool is it that Brands like Spotify and Netflix have so much consumer data that they can personalize every step of the consumer journey? 

Spotify Wrapped, launched in 2016, has significantly contributed to Spotify's growth by engaging users through personalized listening data and encouraging social media sharing. In 2020, the campaign led to a 21% increase in app downloads during the first week of December, establishing the fourth quarter as Spotify's largest, according to CEO Daniel Ek. The campaign's popularity has grown over the years, with a 461% increase in tweets about Spotify Wrapped from 2020 to 2021, and a 131% boost in user engagement with Wrapped tweets in 2021. In 2022, there were over 425 million tweets related to Spotify Wrapped within the first three days of its launch. And the Setup team personally woke up at 7 AM to share their Wraps in 2024 - so you know it’s a big deal. 

You know an idea is good when your competitor follows suit. In November 2019, Apple Music Replay began and took it a step further by allowing the user to access their listening data at any point during the year. Even though there is competition with the efforts, the very same competition is a reason people share, thus giving more support to their respected platform. 

A “holiday” or consistent event allows consumers to foster communities with one another and connect more with Brands. What other Brands do a great job at creating this anticipation and how can marketers employ these techniques in their own marketing strategies?

Several annual Brand campaigns have become cultural touchstones, eagerly anticipated by consumers each year. Notable examples that drive sales because they’ve become traditions and increase Brand loyalty include:

• Starbucks' Holiday Cups: Since 1997, Starbucks has introduced festive cup designs during the holiday season, creating buzz and excitement among customers who look forward to the new designs each year.

• Coca-Cola's Christmas Campaigns: Coca-Cola's holiday advertising, featuring iconic elements like the Coca-Cola Christmas truck and Santa Claus, has become a staple of the festive season, with consumers anticipating the return of these classic ads each year.

• REI's #OptOutside Initiative: Since 2015, outdoor retailer REI has closed its stores on Black Friday, encouraging employees and customers to spend time outdoors instead of shopping. The #OptOutside campaign has garnered widespread attention and participation, reinforcing the brand's commitment to outdoor experiences.

• Dairy Queen's Free Cone Day: To mark the beginning of spring, Dairy Queen offers free small vanilla cones to customers on a designated day in March, driving foot traffic and building customer loyalty as the weather warms.

• McDonald's Shamrock Shake: Introduced in 1970, this mint-flavored milkshake is available each year around St. Patrick's Day, creating anticipation among customers.

A personal favorite of mine was Chick-fil-A's Cow Appreciation Day. Every July, my mom and I would deck ourselves out in Black and White Cow gear and hit up every CFA in town. Sure, we took advantage of the system, but our dedication to the cow and love of the Brand brought us closer together and made us love the restaurant even more.

In 2024 Chick-fil-A did not host this event and, instead, introduced the "Code Moo" campaign, featuring digital games and other interactive experiences. It seems like there won’t be a Cow Appreciation Day in 2025, but one can only hope. When I become a fan of a Brand, I go all out. In college as a RA, I even encouraged my whole hall to dress up and go, and then we posted about it. By creating a unifying experience for the consumers that involved play and rewards, Chick-fil-A was helping to foster positive memories around their Brand. 

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What can you do as a marketer to create anticipation? Find a day or season that resonates with your Brand and lean in. Whether it’s promotional or free offers, by rewarding your current followers, you may attract some new ones and create some amazing memories for people in the process. Setup, for example, always hosts our Speed Dating #MarketersBreafast in February because that is the season of love and connection, and when people think of connection and relationships, we want them to think of us! 

Now, go download your Wrapped playlist and reveal your listening guilty pleasure!