Tier10 Case Study // Shakira 2008
Get a deeper look into the challenges presented to Tier10, the solutions employed, and the results of the campaign.
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.
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 (This Time for Africa)” music video become one of the most viewed YouTube videos in history, with nearly a half a billion views. Tier10 also created another user-generated contest called The “Opening Act” Contest. The “Opening Act” Contest invited artists to upload videos so fans could view and vote 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
New York Post Page Six Publicity. The New York Post Page Six publicity was strategically placed on Black Friday, the most difficult day of the year to get coverage.