Shakira catapults Casio on Instagram: 100 thousand new followers...

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Drafting
Following the publication of the most controversial topic of Shakira, The Colombian's official account gains 1.7 million followers on Instagram, while Piqué increases by almost a million followers and Bizarrap enters 507,000 new followers
Samy Alliance, Bizarrap, a comprehensive marketing and communications services company that assists brands in defining their digital strategy, has conducted a social listening study on the conversation surrounding the publication of Session 53 by Bizarrap and Shakira on social networks over the weekend.
The main conclusion from listening is that the release of the song has improved the perception of Cassius and Twingo and has led to a significant increase in followers for all three involved. After that, Samy Alliance He says that the mentions in the song have been of great benefit to the brands.
Since the release of the Colombian's new song on January 12, the networks have registered a total of 400,801 total mentions, 71% of which belong to Latin America. Samy Alliance's analysis also indicates that the highest peak of mentions was recorded one hour after the release of the song, with subsequent peaks that were coordinated with the responses of those involved and the participating brands.
Of the three personalities, Shakira is the one who registers the most mentions (280K), followed by Piqué (168K) and Bizarrap (95K). Taking into account the evolution of mentions of the three people involved in the last 6 months, for all of them it is the highest peak of mentions on social networks. In fact, this is the highest peak of relevance for Shakira in the last 6 months, who saw the conversation around her multiply by 4, as Samy Alliance points out. As for Piqué, the conversation following the song is almost 3 times higher than that generated when he announced his retirement.
Casio and Twingo, clearly benefited
One of the mentions that has generated the most buzz on social media is that of the different brands in the lyrics of the song, leading to numerous allusions by users. According to the study of the evolution of conversation, Samy Alliance has detected that Cassius and Twingo have achieved twice as many mentions as Rolex and Ferrari, reaching 105.5K mentions among mass market brands and 62K between the two luxury brands.
The rise in mentions has translated into an increase in followers on social media, with Casio being the brand that has benefited the most from this, growing by 94.4K followers on Instagram and 11.4K on Twitter. Although the other brands have also seen an increase, these are not far from their regular growth. For its part, Ferrari has gained 74.5K new followers. followers in Instagram and 3.3K on Twitter; Renault 840 new followers on Instagram and 1.7K on Twitter; and Rolex 22.2K on Instagram and 4.6K on Twitter.
The “judo technique” is the key to winning on social media
In this sense, Francisco Porras, director of Communication in Samy Alliance He said that the positive impact for these brands is due to “the agility with which they react, something I would call judo marketing and which allows you to take advantage of what could be considered an attack. The judo technique allows you to take advantage of the opponent's strength to use it to your advantage and emerge victorious from a situation that may seem complicated. Casio and Twingo have been able to respond with agility and ingenuity, something that other brands have also wanted to do to take advantage of this viral conversation.”
According to Samy Alliance data, if we compare the volume recorded between the day before the song was released and the day itself, conversation around Ferrari increased by 4,561 TP3T. Rolex, on the other hand, has experienced the most relevant peak in the last 6 months, with conversation increasing by 3,442 during the same period of time. The most benefited from this increase are Casio and Twingo, who have recorded an increase in conversation of 18,232 TP3T and 82,980 TP3T respectively.
Focusing on sentiment, the agency has made a comparison between the perception on social networks between the 4 days prior to the launch and the 4 days after it. Although all brands have seen a decrease in negative sentiment and an increase in neutral sentiment, Twingo has decreased negative sentiment by 57.8% and seen an increase in positive sentiment by 15.6%.
“We are facing a great example of the power of social networks, as the conversation was born digitally with a launch on YouTube and the affected brands have entered the conversation through networks, generating a brutal communication campaign - says Marcos Fernández, director of Social Media at Samy Alliance -; although it is true that there is a lot of opportunism, we have seen how many brands have approached Cassius and Twingo in a supportive and interested way that has resulted in a very natural way of introducing advertising to the audience.”
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