Creating a recognizable branding asset through music for the global campaign and using musical vloggers to reach the target-audience in a non-intrusive manner on a local level.

King for a Day: the Cornetto summer anthem of 2015, a duet between a boy and a girl. Based on the sonic identity of Cornetto.

We asked YouTube vloggers Teske de Schepper and David Choi to record their version of the anthem and shoot their own video clip to the song. Combined they have over a million followers who they engage with on a frequent basis through various social channels. The vloggers added a personal and more engaging layer to the global campaign.

Cornetto used music to connect with their target audience. Vloggers are the new TV celebrities, engaging with their audience on a personal and frequent manner. Utilizing modern day (musical) influencers as the distribution channel for the brands story and identity.

The track was launched in the global campaign that aired throughout the summer. From April 2015 till September 2015.

Teske posted throughout the summer on the various social media channels (Facebook, Twitter, Instagram).

The version of Teske and David was released as a single through Universal Music. A launch event was held; a rooftop concert which fans, PR, befriended vloggers, and radio promoters attended.

So far the campaign gathered over 650.000 organic views across the different social channels (YouTube, Twitter, Facebook, Instagram). With an additional 110.000 views through the posts of befriended vloggers

The cover by Teske and David was released as a single through Universal music and currently has over 480.000 streams on Spotify, and still counting. The track was broadcasted on various Dutch radio channels. Furthermore the track was used as the official anthem in Belgium, NL, Denmark and Spain.

All the content was a social amplifier that was perceived as credible and not staged. Without any media buy we managed to get the Cornetto story into the hearts of the target audience. Furthermore the track and the videos are still generating new views each day

Brand happy, artists happy, fans happy.