{
  "docId": "019dd923-5efe-75c0-8dff-161fd80033b7",
  "docSlug": "9cf92880459f9e89",
  "documentTitle": "2024 Q4 Shareholder Deck",
  "authorId": "Spotify",
  "authorName": "Spotify",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 17,
  "pageCount": 37,
  "prevPage": 16,
  "nextPage": 18,
  "slideType": "case_study",
  "function": "illustrate_case",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "photo",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5efe-75c0-8dff-161fd80033b7/17",
  "deckHref": "/decks/019dd923-5efe-75c0-8dff-161fd80033b7",
  "deckJsonHref": "/decks/019dd923-5efe-75c0-8dff-161fd80033b7.json",
  "deckAnchorHref": "/decks/019dd923-5efe-75c0-8dff-161fd80033b7#slide-17",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Celebrated our biggest Spotify Wrapped campaign ever, which delivered record-high user engagement (+10% Y/Y) across 184 markets and 53 languages.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-832b-73b4-83b0-e0f67a385aa7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.66,
        "x": 0.17,
        "y": 0.2
      },
      "kind": "image",
      "text": "2024 Wrapped visual",
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d2301b9a-e9a7-4798-962a-ec874bc2166d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "user engagement: +10%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-832b-73b4-83b0-e7c95b43f27a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.66,
        "x": 0.17,
        "y": 0.82
      },
      "kind": "paragraph",
      "text": "Celebrated our biggest Spotify Wrapped campaign ever, which delivered record-high user engagement (+10% Y/Y) across 184 markets and 53 languages. The 2024 campaign included personalized data stories and playlists, a custom AI DJ Wrapped experience, Artist and Podcaster Clips and editorial playlists and insights.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f69826c1-371c-4b78-91ca-030b7c8ca378",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.5,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "10th Annual Wrapped Campaign",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "23a78253-7e71-48bb-9822-723ef1582eb4",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Peak-End Rule",
      "slug": "peak-end-rule",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019debcb-9619-766d-a855-9ff258d4562e",
      "evidence": "Loop opens on Wrapped peak; closes on $10B royalty peak.",
      "confidence": 55
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019debcb-9572-73ca-a696-34a1312d3b5e",
      "evidence": "Callout '+10% Y/Y across 184 markets' headlines.",
      "confidence": 80
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019debcb-95c5-705f-8a3e-c612c2fc3f75",
      "evidence": "Specific '184 markets', '+10% Y/Y' figures.",
      "confidence": 75
    },
    {
      "name": "Emotional Appeal",
      "slug": "emotional-appeal",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019debcb-959b-73f8-9f43-b7c87889c50b",
      "evidence": "Wrapped framed as celebratory 10th-annual moment.",
      "confidence": 70
    },
    {
      "name": "Picture Superiority Effect",
      "slug": "picture-superiority-effect",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019debcb-95ef-711f-9aa0-dea883b7c7d0",
      "evidence": "Two campaign images dominate the slide.",
      "confidence": 70
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 17,
      "beatId": "019debcb-8d1f-72bd-af11-a73917440897",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Implications (So What)",
      "beatSlug": null,
      "evidence": "Product/platform wins frame what numbers mean for the business.",
      "position": 2,
      "confidence": 62,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 20,
      "from": 17,
      "beatId": "019debcb-8df8-7588-8014-8be131e6a3ec",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": null,
      "evidence": "Product/Platform initiatives present the playbook.",
      "position": 3,
      "confidence": 45,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 17,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019debcb-8ef8-7730-bcb4-2dcce35d63fa",
      "evidence": "Wrapped, video, features, $10B royalties — four independent wins building same conclusion.",
      "position": 4,
      "objective": "Stack four product/platform proof points into a momentum narrative",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 68,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}