Tier10 Case Study: Shakira | Tier10lab
Image Image Image Image Image Image Image Image Image Image
Scroll to top


No Comments

Tier10 Case Study: Shakira | Tier10lab

Tier10 Case Study: Shakira

Tier10 | On 18, Oct 2012

Tier10 Case Studies: Get a deeper look into the challenges presented to Tier10, the solutions employed, and the results of these campaigns.


Shakira had a small following online with few visitors to her website and friends on Facebook and Twitter. Her new album was coming out and she needed to improve her online and social media presence 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.