2019 Year-End Campaigns on Social Media

Goals

To find and analyze what campaigns the following social media platforms are running for New Years to recap 2019: Facebook, Instagram, Snapchat, Spotify, Reddit, and Twitch. Examples of relevant campaigns include Spotify's Wrapped and YouTube's Rewind. Provide the following data points for each year-end campaign: 1) launch date, 2) cities, 3) media type, 4) channels, and 5) the marketing/creative messages. Use media and press outlets like AdAge, The Drum, Adweek, Digiday, Variety, the Hollywood Reporter, Fast Company, Business Insider, and TechCrunch. Research will be used to conduct an analysis of competitor marketing strategies, product strategies, and media strategies/tactics.

Early Findings

This first hour of research found 2019 year-end campaigns for Facebook, Instagram, Snapchat, and Reddit. We did not find any year-end campaign for Twitch.

Year-End Campaigns on Social Media Platforms

  • Facebook's Year in Review is a personalized video that appears in users' news feeds and highlights "special moments" from throughout the year.
  • Instagram's Top Nine is a platform where users can share their "best nine Instagram moments" from the year.
  • Snapchat's Year End Story is a memories feature that "collects a user’s favorite snaps of the year into one story."
  • Reddit's Year in Review showcases the forum's "top communities, topics, and trends of the year."

Proprietary Research

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

You need to be the project owner to select a next step.
We recommend continued research to find the requested data points for each of the following six year-end campaigns: Facebook's Year in Review, Instagram's Top Nine, Snapchat's Year End Story, Snapchat's Year End Story, Spotify's Wrapped, and YouTube's Rewind. We will provide the following data points for each campaign: 1) its launch date, 2) notable cities, 3) media type, 4) advertising channels, and 5) the marketing/creative messages. We will use media and press outlets like AdAge, The Drum, Adweek, Digiday, Variety, the Hollywood Reporter, Fast Company, Business Insider, and TechCrunch.
In addition, we could find 2-3 best practices for developing year-end campaigns. We will focus our research on the social media space specifically, but will expand our scope to include year-end campaigns in general if necessary. For each best practice, we will 1) provide a brief summary, 2) explain how it is used, and 3) give 2-3 examples of companies using it, how, why, and to what ends.