Shakira phenomenon: advertising recall of Renault and Casio soars
Following the release of Shakira and Bizarrap’s song “BZRP Music Sessions #53” on 11 January, with the break-up with ex-footballer Piqué in the background, brands such as Renault and Casio entered the conversation and seem to have benefited, as shown by the increase in advertising recall of the former by 84% and of the latter by 69%, according to data from Kantar Insights’ Tracking IOPE.
Specifically, this song, which broke records on its release and became the best premiere of a Latin music song on YouTube and Spotify, caused the spontaneous recall of the Renault brand to grow by 3.1 million Spaniards and by 281,000 people in the case of Casio, its impact being reflected in the media and social networks by the mere fact of having been mentioned in some of its verses.
Moreover, this growth in recall has been higher among women and young people, especially with regard to Renault.
Both Renault and Casio, as protagonists of the social and media conversation following the launch of the song, took advantage of the situation to carry out commercial communication actions.
In the case of Renault, among other actions, it lent an electric Twingo to Gerard Piqué to attend an event of its “Kings League” football league, broadcast on Twitch. For its part, Casio carried out specific communication actions as part of the aforementioned tournament. In addition, both brands generated content on social networks.
According to David Castillo, head of IOPE Tracking at Kantar Insights Spain, “in the face of events that generate so much noise and notoriety, each brand must analyse whether entering the conversation (and how) is aligned with its communication strategy. Doing so with the right tone and at the right time can be a differentiating factor and the case of Renault or Casio is an example of how to take advantage of ‘being talked about'”.
