CASE STUDY:

YANDEL







TASK

Promote the exclusive premiere of Yandel’s special and concert on HBO Latino.

Increase awareness, build excitement and elicit an emotional response from consumers that drives engagement on social media and touts the HBO Latino Concerts property.

ANSWER

A multi-layered, 360 campaign to generate excitement among our core audience in the U.S. with the use of the following promotional tactics:
  • Digital/Social Media.
  • On-air/Platform Promotions.
  • PR/Events.
  • Media Buy.
  • Affiliate Marketing
Create a digital and social media campaign that successfully resonates across multiple platforms.

Use an abundance of assets to elevate the campaign, with exclusive, never-before-captured moments of Yandel’s life to elicit a response from fans and followers nationwide

Leverage key talent and influencers at an experiential event to encourage engagement and inclusion in the ongoing conversation

RESULTS

  • The exclusive webisodes, first-ever custom promotional spots, garnered over 330K+ impressions
  • Over 333MM editorial impressions and 13MM rich media buy impressions
  • On premiere date #LegacyEnVivo was the top U.S. Twitter Trending hashtag
  • Over 4.4MM twitter impressions on day of premiere and 97MM throughout the 4-week campaign
  • Successful and engaging event with over 300 influential guests and press outlets in attendance and a 5MM+ reach on Twitter