[ http://tier10lab.com/2012/10/18/tier10-marketing-case-study-shakira/ ] Shakira had a small following online with few visitors to her website, Facebook and Twitter. She needed to improve her online and social media presence ...

1. Tier10 Case Study: Shakira
http://tier10lab.com/2012/10/02/tier10-marketing-case-study-shakira/
October 2, 2012
Tier10 Marketing Case Studies: Get a deeper look into the challenges presented to Tier10 Marketing, the
solutions employed, and the results of these campaigns.
Challenge
Shakira had a small following online with few visitors to her website and friends on Facebook and Twitter.
Her new album was coming out and she needed to improve her online and social media presence to
support the release of her album and tour.
Solution
Shakira had a successful release and sold out concert tour due in part to
the digital marketing strategy that Tier10 architected for her and her tour.
One of the campaigns was a user-generated video contest that helped her
Waka Waka music video become the most viewed YouTube video in
history, with nearly a half a billion views. Another user-generated contest
that Tier10 created was called The “Opening Act” Contest. The “Opening
Act” Contest invited artists to upload videos so fans could view and vote

2. for their favorites. The winning artists would open for Shakira at her concert. The publicity campaign for
the contest generated an increase in traffic to Shakira’s website and was part of the strategy that
attracted 15 million Twitter followers and 50 million Facebook friends who she can market to for free.
WAKA WAKA: +500M YouTube Views
FACEBOOK: +50M Friends
TWITTER: +15M Followers
PUBLICITY: New York Post Page Six
Publicity
The New York Post Page Six publicity (above) was strategically placed on Black Friday, the most difficult
day of the year to get coverage.
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