Rewind Campaigns by Brands

Have been seeing a lot of Rewind campaigns - Spotify, YT, Instagram, Product Hunt, Binance, Dehidden (launched yesterday). Curious as to how these companies measure the success of these campaigns ? And what has been the key learnings from the makers of such viral launches? PS: we're launching soon on PH as well with a Crypto Rewind 2022 . Would love the feedback pre-launch - https://www.producthunt.com/posts/2022-crypto-rewind