CASE STUDY:

THE JUANES EFFECT

TASK

Build excitement for Juanes' long-awaited comeback with an event-level campaign that included a substantial cross-platform execution that gave audiences an all access pass into his personal life.

ANSWER

Developed an integrated marketing campaign to drive tune-in and awareness for the special The Juanes Effect: De Canciones y Transformaciones and the concert Mis Planes Son Amarte across multiple platforms and various touchpoints. Tapped into the strength of Juanes’ social media (over 14MM), with exclusive assets and engaging content to increase awareness and engagement.

RESULTS

4 VIP and consumer activations that generated awareness and buzz for the campaign reaching top press, influencers, media outlets and leveraging partner relations
60MM Total Impressions