It’s December, so you know what that means: It’s Spotify Wrapped season. (And Apple Music Replay, and Granola Crunched, and… the list goes on). I love how this time of year has become synonymous with brand usage and reflection campaigns—where all the companies I interact with tell me exactly what I did.
There’s a good chance you want to do this at your own company. But how do you get started? We’ve written in the past about how to create campaigns like Spotify Wrapped using Hightouch, as well as the strategies you need to keep in mind for product usage campaigns to be effective.
This year, we helped more companies than ever before run end-of-year usage campaigns. Here are a few of our favorite campaigns from the 2025 holiday season. Hopefully, these can help inspire you for next year!
WHOOP
WHOOP loves to inspire its users to unlock their full potential, reach their peak performance, and improve their healthspan. Their Year in Review campaign is a perfect example of that mission in action – it celebrates personal wins and comebacks, and demonstrates to members that every moment adds up. And it’s a beautiful visualization of data and trends, to boot (shoutout to Iterable!).
WHOOP doesn’t just spit out data. It uses data to personalize messaging and narrative to every unique member, connecting data to each member’s individual context they’ve shared with WHOOP. As Haily Blodgett, Lifecycle Marketing Manager at WHOOP shared with me: “You may not have noticed the changes you’ve made, but WHOOP did. And those little things count, helping you add healthier years to your life.”
Calendly
This one is actually a bit of a sneak peek: Calendly sends its annual usage email in January! This bucks the “December Wrapped” tradition a bit, which in itself is refreshing: Calendly is engaging with its customers to kick off their new year the right way.
As Darren Chait, the VP of Growth at Calendly, shared, this campaign goes to millions of users to celebrate how they’re working more efficiently by using Calendly. Speaking of efficiency: This campaign used to take the Calendly team a ton of analyst and engineer time to create, but now the lifecycle marketing team serves it up in no time by using Hightouch.
My favorite aspect of this campaign is its focus. Calendly knows exactly what benefits its users get from using it, and doesn’t add a lot of fluff around that. It shows you exactly how well you’re getting your job done by using Calendly.
Grammarly
Grammarly (now, Superhuman) sends billions of emails every year, but I’ve always loved their weekly “insights” email. Every week, Grammarly sends a personalized email to its users, showcasing individual statistics and metrics tailored to each user. Grammarly uses Hightouch, Databricks, and Iterable to send billions of these emails every year.
On an annual basis, Grammarly doesn’t just reflect on your stats, though– it uses AI to parse through your writing and create a profile about your style and influence on your team. Here’s an example of the MVP profile. It’s another great example of going beyond simple data to find a narrative that helps users reflect on who they’ve been in the past year– and who they want to be in the future.
monday.com
monday.com builds products that people use to manage the core of their work– and so it’s fitting that their “monday Rewind” campaign is all about celebrating work milestones, productivity, and AI usage. Yaniv Dmoch, Sr. Lifecycle Marketing Manager, shared a few words– which summarized this campaign better than I ever could:
With monday Rewind, we set out to create a moment of genuine pride for our customers — a way for them to see everything they built, solved, automated, and achieved over the past year reflected back to them in a personal, visual story. Rewind transforms raw product usage into something emotional: a badge they've grown into, a year they've shaped, and a journey worth celebrating.
Hightouch allowed us to bring that personalization to life at a massive scale.
The response has been extraordinary. Thousands of customers shared their Rewinds publicly, calling it “one of the coolest things monday.com has ever done.” Many told us it was the first time their work felt genuinely celebrated. Rewind didn’t just summarize their year — it created a moment that sparked motivation, reflection, and real connection across our entire customer base.
Just like the other campaigns we’ve highlighted here, Monday manages to use data to do more than share what happened– but to inspire users based on their past accomplishments.
Closing Thoughts
The end of the year isn’t the only time when usage campaigns can be effective, of course. These companies also send product usage emails on a weekly or monthly cadence. If you’re not already engaging with your customers about their usage, you could have a great opportunity to build more loyalty and deepen your relationship with them.
If you’d like to talk about how you can power your campaigns with your product usage data, you can always get some time with our team!
