Sybill's Gong Wrapped

What's the play

They took Spotify Wrapped and turned it into 'Gong Wrapped,' a carousel roasting Gong that went out from their PMM's personal LinkedIn. Funny, a little ruthless, and timed as air cover for a Sybill vs Gong webinar and a head-to-head landing page they'd just shipped.

What was the alternative?

A competitive battlecard or a dry webinar promo nobody bothers to swipe through.

Results / what moved

It pushed eyeballs toward the Sybill vs Gong landing page they launched the day before and the webinar they ran the day after.

Cost breakdown

A carousel and an afternoon. The competitive intel already lived in the battlecard.

Would you run it again?

Yeah, but with one messenger leading the mic drop and everyone else amplifying instead of posting their own version.

Steps

1. 1

   Borrow a cultural format

   They grabbed Spotify Wrapped, something people already know, share, and meme, so the format did half the work for them.

2. 2

   Wrap the battlecard in it

   They poured their competitive angle on Gong into the Wrapped carousel instead of a boring one-pager.

3. 3

   Post from a personal account

   It went out from their product marketer's profile, which read as a bold individual take rather than a corporate swipe.

4. 4

   Time it with a conversion asset

   They shipped a Sybill vs Gong landing page the day before and ran a webinar the day after, so the carousel was the air cover and the page caught the traffic.

Notes

It went out from three accounts in three formats, which split the reach. The CEO and company posts buried the carousel at the bottom of a long webinar agenda instead of letting it stand on its own. The lesson they'd steal back: pick one bet for the mic drop, let it breathe, and make sure the traffic it sends is actual buyers and not just other PMMs swiping for fun. Punch up at the category leader, never down at a smaller player.

Tools & resources used

Linkedin