There’s nothing more gratifying than seeing hard work pay off—and this week we felt it in spades when the 27th Annual Webby Awards announced its winners. The Webbys highlight the best of the internet, and Group SJR won in partnership with Spotify out of nearly 14,000 entries from over 70 countries. We were recognized for our work on Spotify’s 2022 Wrapped on For the Record in the “Best Branded Editorial Experience – Advertising, Media & PR” category.
As many music, podcast, and pop culture lovers know, Wrapped is the biggest campaign of the year for Spotify. The Wrapped experience is all about the unique way fans listen to Spotify and how it’s a reflection of their personalities. This fan favorite campaign is also critical to Spotify’s financial performance since it helps drive the biggest quarterly increase in both users and subscribers.
2021 was the first year we created a dedicated landing page on Spotify’s digital newsroom, For the Record, that housed all the news, assets, and stories related to Wrapped. The 2021 content performed better than any other previous year, so we knew we had to innovate the page layout and functionality even more for 2022. Wrapped 2022 was a chance for us to utilize the hypervisual storytelling Group SJR had been testing with Spotify and its design team. We incorporated these interactive designs into our stories and prominently featured them in the landing page layout. Ultimately our goal was to provide a go-to destination for our audience to find all the Wrapped information they needed, while providing a more interesting way for people to interact with the content.
The final product on For the Record is a great example of upleveling a traditional article format into something engaging and dynamic. The Wrapped campaign is playful, fun, and data heavy—the perfect opportunity for this type of visual-forward storytelling.