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