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#DespacitoMovement DIGITALCAMPAIGNREPORT
OBJECTIVE
• Increase fan engagement on the song ‘Despacito
REMIX’
• Create User Generated Content for the single
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.
BRAND COMMUNICATION
Images if Any CONTEST
LAUNCH
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’.
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
InstaStories were extremely successful during the teaser phase, with an average of 1K views per Story.
Total Impressions: 4387 Total Interactions: 4034
Teaser Phase
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
We r e c e i v e d a l o t o f engagement on the video byte by Shiamak Davar and Lu i s Fons i . Th i s he lped increase the number of entries that we received throughout the campaign.
Total Impressions: 15738 Total Interactions: 6983
Launch Phase
PARTICIPATION
The contest saw entries from Shiamak’s troupe,
music influencers, UMI fans and many others, with a
total of 200 qualified entries
WINNER Entry: https://www.instagram.com/p/BVpBZvCAqa-/ Gratification: Feature in the India Dance Video for Despacito
TotalImpressions:31,832TotalInterac;ons:755
VIDEO LAUNCH
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: 89,986Total Interactions: 1.535
Pre-launch Phase
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.
VH1andVEVOrelease
TotalImpression:7,64,412TotalInterac;ons:22,196
LAUNCH PHASE VH1andVEVOrelease
TotalImpression:42,054TotalInterac;ons:25,563
DIGITAL ADVERTISING STRATEGY
MEDIA OBJECTIVE
• Create awareness about the Despacito India dance video in India & International markets
• Drive views and shares for the video
MEDIA APPROACH VH1andVEVOrelease
• 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
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+
FACEBOOK ADS
Facebook–VideoWebsiteClickAds Facebook–VerBcalVideoWebsiteClickAds
FACEBOOK ADS VH1andVEVOrelease
Facebook–CarouselAd(Video+Image)
FACEBOOK PROMOTED POSTS
Facebook–PostPromoBons
INSTAGRAM ADS
InstagramCarouselAds(Video+Image)
INSTA STORIES
PromoVideo LuisFonsiVideoByte
InstaStoryAds
YOUTUBE ADS
YTAdBanners
SkipablePre-rollAds
PR OUTREACH
CAMPAIGN IMPACT
TotalImpressions 28,95,827
TotalInterac;ons 1,14,940
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
THANK YOU
www.mindshiNinteracBve.com
