Italians Do Hits Better is the social and live format on Twitch that celebrates the great music of 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 and Gaia Clerici, who will involve the artists in the race to discover the birth of the songs they will bring to the Festival, their favorite Italian songs and the background and comments around the Festival.
Objective: The main objective of the campaign is to present an appealing format in an important occasion such as Sanremo 2022. On the social side, the goal is to drive 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 have studied the best multi-platform format to present for an important event like Sanremo 2022, based on a format of interviews with the artists in the race light and informal.
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 concurrent 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.