Learn more about how Nicho converts fan engagement and enthusiasm at the Coachella Music Festival into traffic to Deorro's new website.

1. 1nicho.com contact@nicho.com
The Challenge
Deorro, a Los Angeles-based electronic dance music DJ, wanted to launch his
inaugural website while performing at The Coachella Valley Music and Arts Festival.
The chart-topping artist planned on using Coachella’s live stream to drive traffic to his
new website. Unfortunately, the festival prohibited performers from embedding the
stream directly onto other websites. How could Deorro convert fan engagement and
enthusiasm at the live event into traffic to his new website?
Deorro + Nicho

2. nicho.com contact@nicho.com
FACEBOOK
950k
TWITTER
172k
INSTAGRAM
169k
The Opportunity
Deorro cultivates an extremely active social media following, and
he regularly engages with his follower communities. At the time of
launch, he had over 950K Facebook fans, 169K Instagram followers,
405K Soundcloud followers, and 172K Twitter followers.
He is most active on Twitter, where he not only posts his Tweets but
also chats with his followers and retweets their posts—especially
those which show them having a great time at his shows. Malik
Adunni co-founder of Gold Credentials a company that focuses on
bringing artists and brands together for engagement, introduced
Deorro to Nicho’s visual marketing platform.

3. 3nicho.com contact@nicho.com
The Solution
Deorro’s site had not been updated or used for several months, and the team utilized
the exposure of Coachella’s audience to create buzz around the launch using Nicho.
Just one hour before his first set at Coachella, Deorro announced the launch of the
new site through Twitter.
The Nicho Wall was the centerpiece of Deorro’s new site. There, he was able to
aggregate thousands of fan videos, photos, and status updates tagged with #Deorro
or #PandaFunk on social media. Once the user-generated content was approved,
it was displayed on the customizable, responsive media wall. Deorro and his team
styled his Nicho Wall to create a seamless, branded experience that captured his
Coachella sets and gave website visitors a chance to experience the music in more
perspectives and mediums than viewing live stream feed would have provided.
Nicho allowed Deorro to activate his fans and turn the
event-based buzz and social engagement into unique
content for his website.

4. nicho.com contact@nicho.com
Using Nicho’s customize panal, the Deorro team was able to
quickly apply add a logo, color palette and layout to create a
dynamic wall that reflects the brand.
Deorro headlined Saturday of both weekends at Coachella. During, between, and after
his sets, Team Deorro was able to curate fan content to his Nicho Wall from his tablet
and smartphone the second someone posted it to Instagram, Vine, Twitter, Tumblr, or
YouTube. Nicho analytics helped identify the most popular fan posts so he could share
them on his social channels to further drive engagement and traffic. Nicho’s Media Wall
provided Deorro’s followers with an experience that extended beyond his performances
and live stream.

5. 5nicho.com contact@nicho.com
The Results
Deorro was able to drive his existing social media fan base to
his new site through social media marketing, in this case via
a single and simple tweet. Once on the new site, fans not only
accessed the link to his Coachella live streamed shows, but
were also able to view, like, share, and comment on the user-
generated content being posted to the Nicho Wall.
400%
4 min
INCREASE
IN UNIQUE
VISITORS
Between the second Coachella performance, Deorro’s site
received 400% increase in unique visitors. Nicho’s easy-to-
manage visual marketing platform proved to be a powerful
tool for amplifying live events by integrating social media.
During the live streams and the time between his weekend
performances, visits to the site were consistent and averaged
more than four minutes. Deorro also saw growth in the number
of fans and followers on his social media channels. The Nicho
Media Wall evolved into a space for Deorro to collect the
playlists, clips and videos fans, including top international
DJ David Guetta, had posted. Content like this could be
downloaded and re-appropriated to drive ecommerce with
links that allow ticket and merchandise purchases.
AVERAGE TIME ON SITE