Shakira wanted to drive more fans to her website and social networks 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 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 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
The New York Post Page Six publicity (above) was strategically placed on Black Friday, the most difficult day of the year to get coverage.