1.
#DespacitoMovement
DIGITAL CAMPAIGN REPORT

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.

4.
BRAND
COMMUNICATION

5.
Images
if AnyCONTEST
LAUNCH

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

16.
LAUNCH PHASE
VH1 and VEVO release
Total Impression: 42,054
Total Interac;ons: 25,563

17.
DIGITAL ADVERTISING
STRATEGY

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+

21.
FACEBOOK ADS
Facebook – Video Website Click Ads Facebook – VerBcal Video Website Click Ads

22.
FACEBOOK ADS
VH1 and VEVO release
Facebook – Carousel Ad (Video + Image)

23.
FACEBOOK PROMOTED POSTS
Facebook – Post PromoBons

24.
INSTAGRAM ADS
Instagram Carousel Ads (Video + Image)

25.
INSTA STORIES
Promo Video Luis Fonsi Video Byte
InstaStory Ads

26.
YOUTUBE ADS
YT Ad Banners
Skipable Pre-roll Ads

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

30.
THANK YOU
www.mindshiNinteracBve.com