Hey, Reader!

It’s the most… wonderful time… of the year! 🎶

For Spotify, that is. The brand’s personalized “Wrapped” recaps have once again taken over the social media feeds of their listeners. They’ve also spawned copycats posts and recaps from brands (plus a fun one from ME!) and even an SNL parody.

What started a decade ago (and was rebranded as “Wrapped” by Spotify in 2016) has become an annual Q4 cultural juggernaut. This year, more than 200 million Spotify listeners viewed their Wrapped recaps in the first 24 hours. The campaign quickly nabbed half a billion shares, billions of impressions, and the aforementioned countless copycats.

Spotify may have started the party, but like all good viral trends, brands have made it their own. And, creating Wrapped-style recaps isn’t just copying for copying’s sake; it’s a smart customer experience move that — when done correctly — can both delight your existing customers and invite new ones into the mix.

So today, I’m breaking down why this marketing move works and sharing some of my favorite Wrapped-style recaps directly from my inbox and app notifications. Enjoy!

Why 'Wrapped' Works

1. It Makes Customers Feel Seen

Spotify Wrapped doesn’t say, “Here’s what people listened to this year.” It says, “Here’s what you listened to.”

Personalization is about making customers feel seen. Wrapped uses the brand's existing data and turns it into a story that feels tailor-made for one person. When customers see their habits reflected back to them, they don’t feel analyzed — they feel understood. And they want to share! That’s the difference between data and connection.

2. It Reminds Customers Why They Love You

When your customers see how often they engaged, how much value they got, or how deeply your product fits into their lives, something clicks.

“Oh wow… I use this a lot.”
“This is actually part of my routine.”
​“I’d miss this if it were gone.”

That moment reinforces the relationship — without a sales pitch. And yes, it quietly plants another thought: “I need to keep these guys around because they make my life better!”​
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3. It Gives Customers a Reason to Advocate

Let’s talk about the real magic… Wrapped is designed to be shared.

Not because customers are asked to — but because they want to. It’s visual. It’s flattering. It’s personal. And it says something about the person posting it.

When customers share their Wrapped, they’re doing your marketing for you — authentically, enthusiastically, and at scale.

And it’s the kind of word-of-mouth money can’t buy.

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Brands That Rocked “Wrapped”

So, which brands got it right? Here are a few of my favorites, straight from my iPhone (yep, all of the numbers you see below are mine!)

BIRDBUDDY

Birdbuddy’s 2025 Year in Birds recap might be my favorite this year, which probably doesn’t surprise anyone who’s read my recent newsletters — I’m a full-on superfan. Highlighting my most frequent bird visitors, busiest months, and viewing habits made the experience feel personal, joyful, and oddly validating in the best possible way. I didn’t get my Birdbuddy until September, so I can’t wait to see what my 2026 recap will include!

WALMART+

Walmart’s 2025 Year in Review didn’t just recap my activity — it showed me the value in black and white. (Well, technically it’s in blue and yellow, but you get the idea!) Seeing exactly how much money and time my membership saved me makes renewal feel like a no-brainer, because when a brand can confidently say, “Your membership paid for itself,” that message sticks.

AMERICAN AIRLINES

American Airlines’ 2025 recap skillfully turned my loyalty data into recognition. Seeing my Advantage® status, upgrades, go-to aircraft, and even where I rank among travelers from Nashville was a powerful reminder that loyalty isn’t just tracked — it’s noticed.

Honestly, I’m super bummed Southwest Airlines (which I fly more often because of direct routes) didn’t do a Wrapped-style recap! Sometimes, the most significant benefit of doing a personalized marketing recap is making your customers notice the absence of competitors who aren’t working as hard!

CHICK-FIL-A

Chick-fil-A leaned into a year-end recap by highlighting customers’ favorite menu items, visits, and rewards moments — a smart reminder of just how often the brand shows up in people’s (read: MY) everyday routines. The item I redeemed rewards for most often? Large half-and-half iced tea!

PEACOCK

Peacock’s 2025 recap made me smile because it didn’t just show what I watched — it reflected how my family watches. Calling out “family-friendly” as my top fandom and highlighting our shared viewing habits is a great example of how data can reinforce identity, not just activity. Do we ONLY have Peacock so my kids can watch How To Train Your Dragon shows and my husband can watch the occasional Peacock-only sporting event? Yes, that’s 100% the case!

Different industries. Different formats. Same underlying strategy: Use existing data to create a moment that feels personal, shareable, and affirming.

I got SO MUCH FOMO seeing my friends’ Wrapped-style recaps from other brands, too. Duolingo, ClassPass and Go Fund Me were three of the brands whose Wrapped-style recaps I saw shared most often.

Spotify Wrapped isn’t brilliant because of animations or colors or clever copy. It’s brilliant because it turns data into a relationship-building moment. You don’t need millions of users or a flashy app to steal this idea.

You just need to ask:

How can we use what we already know to make customers feel seen, valued, and proud to be here?

Tell me: What’s the best Wrapped that hit your inbox this year? And, which brand do you want to see one from next year?

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Something SUPER

These were the newsletters you enjoyed most this year. If you’re a new subscriber — or missed one along the way — it’s not too late to catch up. And with that, this officially wraps up my newsletter for 2025. 😉

Thank you so much for reading, replying, and sharing along the way — it’s SO MUCH MORE FUN with you here! Happy holidays, and I’ll see you in January.

1. ​Debt, Deodorant, and Digestion — Oh My!​
2. ​Inside the Rooms I’ve Been in Lately 👀
3. ​Need Marketing Inspiration? Look In Uranus!​
4. ​If Your Customer Service Isn’t Ready for Launch, Neither is Your Product​
5. ​Dupe-Proof Your Brand Before It’s Too Late​

COMING SOON!

Get ready for Season 3 of the SUPER AMAZING Show dropping January 5! In the meantime, you can catch episode 51 (filled with last-minute gifting tips!) here.
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Watch Episode 51

P.S. Did a friend forward you this newsletter? SUPER! :) Subscribe here to get in on all the future fun!