HUBFORUM Sao Paulo : http://hubforum.com/saopaulo/ On June 5th 2014, the HUBFORUM made its first appearance in Sao Paulo. The opportunity to gather 80 brazilian and international experts on the up coming trends and best practices in digital marketing. On the eve of the world cup, fifteen speakers have made an overview of the brazilian digital market and ecosystem.

1. MEDIA
Mathieu Le Roux
June 2014
Building brand culture with Music
!
Hub Forum São Paulo

2. MUSIC CH, CH, CH, CHANGES
Play Collect Mix Move Share Streaming

3. MUSIC CH, CH, CH, CHANGES
Play Collect Mix Move Share Streaming

4. … AND IN LATIN AMERICA
Digital revenues grew 124%
over the last three years, compared to a
global average of 28%.
!
!
!
!
!
!
Main Players of the streaming entering
most latam countries
124%Source: IFPI
Deezer coverage in Latam

5. WHO ARE THEY?
Buy first, talk fast and spread the word to others
Early adopters are typically described as curious,
adventurous consumers…

6. Data for Free Active Users - July ‘13, Internal source
AUDIÊNCIA BRASIL – reached 2M UV in April 2014 !
13 - 17 18 - 24 25 - 34 35 - 49 > 50
0,06
0,18
0,29
0,33
0,14
49%
51%
y/o

7. TARGETING
* 12 categorias disponíveis
AGE
!
SEX
!
REGION
!
MUSIC GENRE
!
GROUP OF ARTISTS

8. … AND, HOW TO IMPACT THEM?
Relevance
!
Impactful ideas
!
Interesting
communication
!
Great formats

9. CASE 1: NISSAN JUKE
France: App on Deezer + Deezer P+ accounts
WHO: Nissan Juke
!
WHAT: Customized playlist according to user’s
route on Deezer website InApp issan Juke Box
app on Deezer website + media + Deezer
accounts
!
HOW: Target : urban men, 25/39 years old
Media plan : HP with takeover + targeted high
impact formats
!
WHY IS SPECIAL? Buy the car, get a Deezer P
+ account + generate your customized playlist
to listen in your car
!
RESULTS: 1,000 cars sold in 6 months

10. CASE 2: SPRITE FRESH SOUND RADIO
Russia: Customized branded webradio
WHO: Coca-Cola (Sprite)
!
WHAT: 3 Branded webradio on Sprite
website with tracks selected according to
the brand’s target
!
HOW: tracks selected by our editorial team
according to the brand’s target
!
WHY IS SPECIAL? To support brand
positioning, tracks update frequently, high
number of visitors
!
RESULTS: Several 100,000 of streams
each month

11. CASE 3: LUX LUXO TODA PODEROSA
Brazil: Exclusive song, spotlight on Deezer HP
WHO: Unilever (LUX)
!
WHAT: Promote and communicate a song
created specific for the media plan
!
HOW: Target: women
Media plan: high impact and standard
display formats to redirect to the song page
!
WHY IS SPECIAL? Song was uploaded on
Deezer catalogue to help to spread it
through the brand’s target
!
RESULTS: + 3K streaming in one month,
84% mobile access

12. CASE 4: SAMSUNG GALAXY GEAR
Colombia: High impact display formats
WHO: Samsung (Galaxy Gear)
!
WHAT: Communicate the introduction of
Galaxy Gear
!
HOW: Target: men/ women
Media plan: high impact display formats
!
WHY IS SPECIAL? The campaign focused
on special formats ads to increase the
impact of the communication
!
RESULTS: 2.68% CRT in the first week.
2.23% CTR AVG campaign