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Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
Shakira's Shewolf Album - Sony Music Case Study
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Shakira's Shewolf Album - Sony Music Case Study

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  • 1. Social Media Case Study consulting monitoring managing ORM marketing PR products audit Artist - Shakira Album Single - She Wolf
  • 2. Brief <ul><li>Spread awareness about the brand new album of Shakira - Shewolf </li></ul><ul><li>Not to reveal Shakira’s identity, till the launch. Also Shewolf is the brand name of the album had to kept under wraps </li></ul><ul><li>To create a viral campaign and generate curiosity in the minds of people </li></ul><ul><li>To connect with the T.G online via communities and forums on the internet </li></ul><ul><li>To do pre-launch activities and generate buzz for the launch date of the album </li></ul><ul><li>Maintaining the buzz generated post launch </li></ul>Duration <ul><li>Four months Campaign </li></ul><ul><li>Launch Date – October 13, 2009 </li></ul><ul><li>Campaign Divided into </li></ul><ul><ul><li>Teaser Campaign </li></ul></ul><ul><ul><li>Curtain Raiser </li></ul></ul><ul><ul><li>Shewolf Revealed </li></ul></ul><ul><ul><li>Album Launch </li></ul></ul><ul><li>Campaign launched on June 29, 2009 Contd. till October 31, 2009 </li></ul>
  • 3. Our Communication Approach <ul><li>The Big Idea </li></ul><ul><ul><li>To use a paw mark image as shewolf&apos;s identity on various popular events and places across India as a part of the teaser campaign to generate curiosity </li></ul></ul><ul><li>The base for the big idea </li></ul><ul><ul><li>WATConsult built a microsite/blog for providing all relevant updates on She-Wolf and her most recent whereabouts </li></ul></ul><ul><li>Engagement Strategy </li></ul><ul><ul><li>WATConsult designed and executed different contests at various stages of the campaign </li></ul></ul>
  • 4. Teaser Campaign <ul><li>Ideation </li></ul><ul><ul><li>To create buzz and curiosity with one Paw Mark Image </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>To choose a popular place or an event and post edited photographs with the paw mark on the blog, along with a catchy headline and an eyewitness account </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Multiple updates were created and these were cross promoted on different social media platforms by </li></ul></ul><ul><ul><ul><li>initiation of accounts on Social Networking sites </li></ul></ul></ul><ul><ul><ul><li>constant tweets on twitter using #shewolf to increase popularity on trends </li></ul></ul></ul><ul><ul><ul><li>constant updates on facebook fan-page to increase fan-base </li></ul></ul></ul><ul><ul><ul><li>promotion of already available YouTube videos </li></ul></ul></ul>
  • 5. Teaser Campaign
  • 6. Teaser Campaign Results <ul><li>3000+ views in the first month itself via cross-promoting and interesting blog posts </li></ul><ul><li>Facebook Av. 150 Friends 85x150=12,750 Facebook Reach </li></ul><ul><li>Twitter Av. 50 Followers </li></ul><ul><li>50x500=25,00 reach Twitter Reach </li></ul><ul><li>Our average views on the blog was 100 per day (Comparatively good without Google ads) </li></ul><ul><li>5 Super Influencer Bloggers </li></ul>Week1 Week4 100 150 200 250 Fans and Followers 50
  • 7. Curtain Raiser <ul><li>Ideation </li></ul><ul><ul><li>To reveal the artist behind the character name – Shewolf via a unique photo contest </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>We designed and executed a photo contest via a free puzzle creator application. Named it - She Wolf Mystery Puzzle </li></ul></ul><ul><ul><li>Suggested the client to give away ‘Exclusive Shewolf Paw Marked Fan T-shirts’ as freebies for the contest </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>A Contest was designed and cross promoted on different social media networks by </li></ul></ul><ul><ul><li>creation of a blog post named – “Crack The Mystery Behind Shewolf” </li></ul></ul><ul><ul><li>constant tweets on twitter using #shewolfcontest to increase popularity on trends </li></ul></ul><ul><ul><li>exclusive Shewolf Paw Marked Fan T-shirts were given away as freebies </li></ul></ul>
  • 8. Curtain Raiser Blog Post for Contest on Shewo lf.in Views and Ratings of Preview Video on YouTube Blog Post for revealing Shakira
  • 9. Curtain Raiser Result <ul><li>Contest was run for a week i.e. July 18 to July 27, 2009 </li></ul><ul><ul><li>The blog post – “Crack The Mystery Behind Shewolf” on shewolf.in received 200 views in that day </li></ul></ul><ul><ul><li>The tweets with the hashtag #shewolfcontest recorded 50 twitter users </li></ul></ul><ul><ul><li>The contest recorded 100 participants on the microsite (spotshewolf.webs.com) </li></ul></ul><ul><ul><li>We chose 10 winners from the entries received and sent paw-marked t-shirts as prizes </li></ul></ul><ul><ul><li>Fans and Followers on our social networks had an 10% increase due to the contest </li></ul></ul><ul><li>Launch of the exclusive preview video </li></ul><ul><ul><li>The blog post – “Shewolf Is Shakira – First Exclusive Preview Video” on shewolf.in received 500 views in that day </li></ul></ul><ul><ul><li>Total video views till 18/3/2010 is 2,787 </li></ul></ul><ul><ul><li>Fans and Followers on our social networks had an 10% increase due to the preview video release </li></ul></ul>
  • 10. Shewolf Revealed <ul><li>Ideation </li></ul><ul><ul><li>To leverage Shakira’s identity to achieve maximum results </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>To design and execute innovative polls, discussions, contests, question apps., presentations, photo albums on all social media platforms </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>Change of account names on social networks from ‘Shewolf’ to ‘Shakira Shewolf’ </li></ul></ul><ul><ul><li>Regular tweets and updates of interesting Shakira news on all social media platforms </li></ul></ul>
  • 11. Shewolf Revealed Results <ul><li>Contest 1 was run for a day – 4 August 2009 </li></ul><ul><ul><li>The tweets with the hashtag #ShakiHolic recorded 50 twitter users </li></ul></ul><ul><ul><li>The contest recorded 50 participants on the twitter application (itweet2win.com) </li></ul></ul><ul><ul><li>We chose 10 winners from the entries received and sent paw-marked t-shirts as prizes </li></ul></ul><ul><ul><li>Followers on twitter had an 10% increase due to the contest </li></ul></ul><ul><li>Contest 2 was run for a week i.e. August 27 to Sept. 3, 2009 </li></ul><ul><ul><li>The blog post – “Listen, Review and Win – Music Review Contest for Shakira’s Latest Song – She Wolf on shewolf.in received 100 views in that day </li></ul></ul><ul><ul><li>The contest recorded 200 views on the shakira player in a week </li></ul></ul><ul><ul><li>We chose 10 winners from the entries received and sent She Wolf Star Fan CD (with singles and remixes)as prizes </li></ul></ul><ul><ul><li>Fans and Followers on our social networks had an 10% increase due to the contest </li></ul></ul>
  • 12. Shewolf Revealed
  • 13. Album Launch <ul><li>Launch of an Exclusive Shewolf Video Premiere on shewolf.in on 5 August 2010 </li></ul><ul><li>Launched the Exclusive Pictures and Videos of the Making of Shewolf Video Shoot on Facebook and YouTube </li></ul><ul><li>Launch of the exclusive presentation of Shakira on Slideshare </li></ul><ul><ul><li>The blog post – “From Shakira To She Wolf - The Making” on shewolf.in received 500 views in that day </li></ul></ul><ul><ul><li>Total presentation views till 18/3/09 is 2,066 </li></ul></ul><ul><ul><li>Fans and Followers on our social networks had an 10% increase due to the presentation release </li></ul></ul>
  • 14. Join us at:- http://www.facebook.com/watconsult
  • 15. Page Views Graph for Facebook Page
  • 16. Fan Demographics Graph for Facebook Page
  • 17. Follow us at:- http://www.twitter.com/watconsult
  • 18. Statistics of the Twitter Profile
  • 19. Subscribe to us at:- http://www.youtube.com/watblog
  • 20. Youtube Channel – Shewolf Tracker
  • 21. Find us at:- http://www.slideshare.net/watconsult
  • 22. &nbsp;
  • 23. Follow us at:- http://www.watblog.com/
  • 24. Complete Activity on the Blog
  • 25. Complete Statistics of the Blog
  • 26. Key Learning <ul><li>Curiosity is the best and most viral concept to attract mass audience online and offline </li></ul><ul><li>Twitter is a very interactive community and is a real time platform to connect with fans world-wide. It is best for conversations </li></ul><ul><li>Facebook has a high propensity towards music and related communities. It is the best platform to converse with fans via photos, videos and content </li></ul><ul><li>Microsite/Blog responds very well to content sharing and curiosity building and users are happy to read interesting posts and share with peers of their community </li></ul>
  • 27. <ul><li>Campaign Consultancy: </li></ul><ul><li>WATConsult.com </li></ul><ul><li>Contact: </li></ul><ul><li>Rajiv Dingra +91-9820761167 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter.com/watconsult </li></ul><ul><li>www.watconsult.com </li></ul>
  • 28. Thank you for your time!

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