Spotify: Decoding Virality

Spotify wanted to unpack why some campaigns can go viral while others, with similar level of investment, failed to gain traction.

We let music enthusiasts across the nation capture how they enjoy music beyond streaming services: from being a part of fandoms, to going to gigs and concerts, to hunting for brand tie-ins, to engaging in social media discourses.

We also analyzed viral case studies to reveal seven principles of virality that are deeply tied with why people share and consume contents. We then validated the framework against globally viral campaigns. Like other behavioral patterns, understanding virality begins with understanding people and culture.

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