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Italians Do Hits Better is the social and live format on Twitch that celebrates great music from all editions of Sanremo, discovering the songs of the kermesse in the heart of the same artists competing in the 2022 edition. A light and informal space led by the two streamers GrenBaud e Gaia Clerici, who will engage the competing artists to discover the birth of the songs they will bring to the Festival, their favorite Italian songs, and about the background and commentary around Festival.
THE PROJECT.
Target
The main goal of the campaign is to present an appealing format on such an important occasion as Sanremo 2022. On the social side, the goal is to channel as much traffic as possible to Amazon Music’s social channels (Instagram, TikTok, Twitch).
Strategy
Together with our partners Flu Agency, Kiwi Digital and our talents (GrenBaud and Gaia Clerici) we studied the best multiplatform format to present for a major event like Sanremo 2022, based on a light and informal format of interviews with the competing artists.
RESULTS
The results largely met Amazon Music’s expectations, achieving in terms of views (on both Twitch, TikTok and Instagram) a 500% increase over the previous year.
Below are the results by social:
- Twitch live streams averaged 5,000 average simultaneous viewers
- The reels posted on the Amazon Music channel garnered a total of 750,000 views
- Sponsored TikToks achieved a total of 1,500,000 views, while TikToks made on site (unsponsored) achieved a total of 5,400,000 views.
