'Tis the Season for the best campaign of the year: #2018GOALS via Spotify

I know what you're thinking. "That 'I Love Gingers' playlist from the Spotify 2018 #GOALS campaign...definitely Diana."

Well, I hate to disappoint, but it's not me. Do I have 48 Ed Sheeran songs on my Spotify - ABSOLUTELY - But no "I Love Gingers" playlist. That said, #GOALS.

Spotify revived last year's hit campaign with a #2018GOALS twist.  Same sort of fun facts, with "savage" and "winning" copy - And featuring some of the consumer's top-streamed talent.

Why this campaign works, and what you can steal for your brand:

- Fun stats that make people go "SAME" or "Also Me", just like our favorite social memes and gifs.

- Its core is the universal language - MUSIC. This campaign can be duplicated and tweaked to work in any state, country, continent, you get the picture...plus, our nosey human nature fix is met with consumer insights and habits exposed with each Spotify secret shared.

- Inclusion of current events, big headlines, and trends that you couldn't miss if you tried. From vegan diet fads to politics, Spotify is proving it knows what's up.

While this year's campaign is a win, last year's "Dear person who played 'Sorry' 42 times on Valentine's Day, what did you do?" still has me convinced that Ross & Rachel are still fighting over their "break".