Snoop Dogg Digital Activation Brazil
Brazil has been one of Snoop Dogg's biggest markets, but his fanbase wasn't strong within the teenage demographics, so the opportunity was to reach out those demographics increasing Snoop's digital engagement in Brazil for further opportunities such as shows, content, brand partnerships, and others
Brief
To design and execute a strategy of digital approach and engagement with the Brazilian teenage demographics, driving traffic to Snoop's Youtube channel.
Plan Concept
I engaged Brazilian rap group Cone Crew into a digital activation intersecting their platform and Snoop's, as they had an immense digital reach within the teenage demographics of Brazil.
Activation Journey
Seed: I kicked off the journey having Cone Crew’s video on Snoop’s top ten Youtube list. I created a fake election to engage Cone Crew’s fans to vote on Snoop’s channel, driving traffic to it.
Ignite: after elevating Cone Crew's video to #1 at Snoop's channel, I asked Snoop to record a 15 sec video saying hello to Cone Crew and sending a message to the Brazilian fans.
Scale: to scale it, we culminated the activation when Cone Crew participated on Luciano Huck's Saturday show, the most popular TV show among teenagers in Brazil. During the show we triggered Snoop's video live on the show and on Cone's and Snoop's Instagram.
Outcome
Luciano Huck's show had 14 points as audience, which is around 30% of share in the Brazilian territory, estimates that only in the city of São Paulo the audience was around 65 thousand people per points which is 910 thousand people (São Paulo is Brazil's biggest city).
The hashtag #ChamaOSnoop reached number 3 on Brazilian trend topic on March 21st and stayed number 3 until the next day.
The activation culminated on increasing over 30% of the Brazilian audience and engagement on Snoop's channel.