Universal Music Group Despacito Social Media Case Study
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Universal Music Group India wished to leverage the Despacito Movement in India and did so by roping in Shiamak Davar to lead the India Despacito Movement. Our social media campaign, along with digital advertising made the campaign go viral, reaching out to celebrities, influencers and communities across facebook and instagram. To add on, PR mileage gave the Movement further outreach and became the talk of the town.
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Universal Music Group Despacito Social Media Case Study
- 2. OBJECTIVE • Increase fan engagement on the song ‘Despacito REMIX’ • Create User Generated Content for the single
- 3. CONCEPT The single, ‘Despacito REMIX’, has broken many international music records which led to the inception of the #DespacitoMovement as we wanted fans to engage with the song. The #DespacitoMovement was a way to celebrate the Latin hit ‘Despacito’ by getting fans to share their dance videos using the song.
- 6. What is the #DespacitoMovement? A contest was launched to create user-generated content, helping build upon the movement. This was done in partnership with Shiamak Davar and VH1 India who helped increase our outreach amongst their audiences. Fans had to send in a 30 second dance video as an entry to the popular single which would lead 1 lucky winner a chance to feature in the India Dance Video of ‘Despacito REMIX’.
- 7. C o n t e n t a r o u n d t h e #DespacitoMovement was shared across social media to create excitement about the launch in form of videos, images, GIFs, etc. to drive buzz around the campaign. Total Impressions: 78010 Total Interactions: 1666 Teaser Phase
- 8. InstaStories were extremely successful during the teaser phase, with an average of 1K views per Story. Total Impressions: 4387 Total Interactions: 4034 Teaser Phase
- 9. The contest was officially launched with video bytes from Shiamak and video bytes from Luis Fonsi (artist of the song) in the sustenance phase. Total Impressions: 4387 Total Interactions: 4034 Launch Phase
- 10. We re c e i v e d a l o t o f engagement on the video byte by Shiamak Davar and Luis Fonsi. This helped increase the number of entries that we received throughout the campaign. Total Impressions: 15738 Total Interactions: 6983 Launch Phase
- 11. PARTICIPATION The contest saw entries from Shiamak’s troupe, music influencers, UMI fans and many others, with a total of 200 qualified entries
- 12. WINNER Entry: https://www.instagram.com/ p/BVpBZvCAqa-/ Gratification: Feature in the India Dance Video for Despacito Total Impressions: 31,832 Total Interac;ons: 755
- 13. VIDEO LAUNCH
- 14. We used clips from the dance video in the Pre-Launch Phase. This was used to get the fans excited for the main release. The video was launched on VH1 India and then on Universal Music India’s VEVO channel on YouTube. Total Impressions: 89,986 Total Interactions: 1.535 Pre-launch Phase
- 15. LAUNCH PHASE The India Dance Video of the Despacito REMIX was launched on VH1 India and Yo u T u b e . T h e l a u n c h involved many activities on social media – Facebook and Instagram Ads, Tweet storm on Twitter, Influencers mentions which included friends of Shiamak Davar to increase engagement and impressions. VH1 and VEVO release Total Impression: 7,64,412 Total Interac;ons: 22,196
- 18. MEDIA OBJECTIVE • Create awareness about the Despacito India dance video in India & International markets • Drive views and shares for the video
- 19. MEDIA APPROACH VH1 and VEVO release • YouTube, Facebook and Instagram were selected to maximize the campaign outreach and drive engagements • The maximum campaign focus was in the first few weeks of the launch which was sustained by driving the campaign on social platforms • Ad innovations like Instagram Stories, vertical videos & video carousel ads were explored
- 20. MEDIA IMPACT • Duration of the campaign: 3 weeks • Total Outreach – 10.3 million+ • YouTube Views – 1.5 million+ • Social Engagements – 1.9 million+ • Social Clicks to YouTube Video– 1L+
- 27. PR OUTREACH
- 28. CAMPAIGN IMPACT Total Impressions 28,95,827 Total Interac;ons 1,14,940 TWITTER INSTAGRAM
- 29. INSIGHTS • The collaboration with Shiamak Davar drove excellent PR mileage and social media buzz for the campaign, driving higher outreach and creating a new benchmark as well • Facebook drove the highest engagement, for the campaign • Instagram Stories and Ads on Instagram delivered excellent outreach • The brand generated phenomenal UGC through the Despacito Movement