We utilised social media creators as music distribution platforms, turning their engaged audiences into the new audiences the brand & the musicians can tap.

This was a creative solution to two problems we wanted to solve by creating the platform

#BacardiHousePartySessions -

1. Helping musicians overcome challenges of working without a record label

2. Creating reach for the brand in a digital age where all platforms are pushing branded content down

Our upcoming musicians received mentorship, capital, distribution and marketing. As the platform grows, and with the success of each of these musicians, Bacardi continues to grow organically in reach and relevance.

Using the creator channels, allowed the brand to be associated with pop culture and removed the dependency of brand-owned social assets.

The campaign launched with a call for entry video through creator networks to spread the word that Bacardi, along with the established artist was looking for their next house party anthem. Entries were collected by tracking & filtering through the hashtag #BacardiHousePartySessions

The campaign began in August 2017 in SA commencing in India in May 2018. From the day of the CTA launch, we gave participants 30 days to submit their entries. The creator channels, musician and brand worked together to produce a music video for the winning entries in 20 days.

Each video was launched on leading creator channels on Facebook and Youtube. Amplified through a marketing push on Instagram.

We launched 29 artists, 17 music video, across 5 countries and invested 90% of our marketing budget in the production of music videos over buying media or advertising.

Brand outcome - As a brand we served 200 million impressions and reaching 32.9 million unique fans across South Africa, UAE, India, Thailand & Philippines.

Engagement - 1.4 million engagements/conversations

Impact - 41 million views, across 5 countries - South Africa, India, UAE, Philippines, and Thailand. There was a live leg to the campaign across all 5 countries where the same artists performed in front of thousands of fans in Bacardi sponsored festivals and clubs events.

Creator outcome:

Upcoming musician, Ritviz, in India -hit 10 million views, his fan base grew by 7x and headlined the Youtube-Fan-Fest.

Carl and the Reda Mafia, from Dubai were approached by Universal Music and their music video “Confessions” was launched on VEVO, they are planning their first India tour in 2018.

Nadia Nakai’s music video, ‘Naa Meen’, is nominated for the Best Music Video of the Year at SAMA (South African Music Awards)