TUKOH TAKAH
NICKI MINAJ, MALUMA AND MYRIAM FARES.
INFLUENCER MARKETING CAMPAIGN
TUKOH TAKAH
"Tukoh Takah" was released as the official song of the 2022 FIFA World Cup, featuring Nicki Minaj, Maluma and Myriam Fares. The song was expected to appeal to a wide range of audiences, but the goal was to specifically target soccer fans and music lovers in Brazil and Latin America.
OBJECTIVE
To increase awareness and engagement for the release of "Tukoh Takah," a single from the 2022 FIFA World Cup, by Nicki Minaj, Maluma and Myriam Fares.
TARGET AUDIENCE:
Soccer/football fans and music lovers in Brazil, Latin America, and globally.
Strategy
INFLUENCER MARKETING ON TIKTOK
Influencers based out of Brazil and Latin America were targeted to create humorous skits depicting their initial surprise at listening to the song and not expecting it to be a typical World Cup song. The skits then cut to the influencers dancing or vibing to the song after they had become used to it. This helped to create a sense of relatability with the audience and increase engagement with the song.
SYNCHRONIZING "TUKOH TAKAH" IN VARIOUS SOCCER CLIPS AND MEMES ON INSTAGRAM
This helped to increase visibility and reach among soccer fans and music lovers globally, particularly those interested in the World Cup.
The campaign was an overall success, with the following statistics
As a result of the campaign, "Tukoh Takah" peaked as the #9 trending US track on the week of 11/28/22, which exceeded the initial expectations.
The influencer marketing campaign on TikTok and synchronizing a snippet of "Tukoh Takah" in various soccer clips and memes on Instagram was effective in increasing awareness and engagement for the release of the song.
The campaign successfully reached and engaged with the target audience of soccer fans and music lovers in Brazil and Latin America, leading to a significant increase in popularity for the song
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