The creative idea was to form part of the video and the promotion of the renowned recording artist Alejandro Sanz, who is as Spanish and international as the brand, with the understanding that the video would reach the same target audience, highlighting attributes of femininity, romanticism and sensuality, related to the product and brand. On the other hand, our participation in the communication and dissemination of the video was very beneficial. It allowed us to win over a like-minded audience already following the artist and the record company, an audience which we were able to expand with the brand’s own networks and efforts.

The overall atmosphere in the music clip and the 10-second appearance are the foundation of a carefully balanced message in which neither the music clip nor the singer overshadow the launch. Universal Music Argentina shared the video online. Additionally, posts were made and the campaign was amplified in diverse media and the brand’s social networks. The permanence of the clip ensures a long-lasting exposure of the perfume and the brand in a way far greater than the effect achieved with a commercial.

Alejandro Sanz's fans have embraced the fragrance and have recommended it to other people in posts.

In regard to the posts written by Universal, we can say that the day after the first post we obtained the following results:

Facebook Post:

Reach: 32,679

237 Photo Clicks

69 Link Clicks

107 Page Likes

989 Post Likes

10 Comments

33 Shares

Twitter:

2,418 Tweet impressions

5 Multimedia visualizations

75 Overall exchanges

27 Retweets

15 Detail expands

14 Likes

9 Link Clicks

5 Multimedia content interactions

3 Profile Clicks

2 Tag Clicks

Instagram: 46 likes

As of Friday, January 29, 2016:

Alejandro Sanz's music clip had 7,953,697 views on his Vevo channel.

https://www.youtube.com/watch?v=kIQtB8uRc2E

and 16,376,108 views on the Alejandro Sanz + Alejandro Fernández Vevo channel.

https://www.youtube.com/watch?v=uL91gfO0O0s