Cannes Lions

Conga Feat. You

BBDO, New York / BACARDI / 2022

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Overview

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Credits

Overview

Background

BACARDI has always had a natural home in music culture with 3,800+ songs mentioning the brand in their lyrics. This re-imagined dance floor staple aimed to root the Caribbean brand even further by inviting fans to help create the song and music video (through UGC) and share the spotlight alongside a trio of major music acts.

Idea

Every year, the same debate unfolds: “What will be the ultimate song of the summer?” BACARDI and Sony Music set out to connect artists with their fans by re-imagining a Caribbean dance floor icon. A track that would connect generations of music and rum lovers around the globe. Not by listening to music, or watching a performance, but by actively creating and starring in it alongside some of the world’s biggest musical acts: Leslie Grace, Meek Mill, and producer, BOI-1DA.

Strategy

Tapping into creator culture and the massive amount of dance-themed social content, BACARDI and the team of music artists invited fans via Instagram to contribute their vocals of the chorus to be added to the track, and their dance moves to be integrated into the music video, resulting in a re-targeted, personalized experience for music fans around the globe.

Execution

Featuring music icons, Leslie Grace, Meek Mill, Grammy-winning producer, BOI-1DA, and the socially contributed (UGC) vocals and dance moves of fans and 50+ influencers from around the world, BACARDI dropped “CONGA feat. YOU” - a collaborative, full-length music video, official streaming track, Snapchat 3D AR lens experience, and surrounding integrated campaign, launching ahead of the GRAMMYs and Billboard Music Awards. The UGC-fueled effort invited over a million everyday fans around the world to share the spotlight with some of their favorite artists and aired during some of music’s biggest events.

Outcome

“CONGA feat. YOU” not only allowed fans to share the spotlight alongside some of their favorite artists in a full-length track and music video debuted on some of the world’s biggest stages, but also resulted in a 102.6% sales lift. It also earned BACARDI the title of most talked about spirits brand in the world, with the largest share of voice (34%) in the category.

Targeting the music-loving audiences of the Grammys, Billboard Music Awards, and the Super Bowl pre-game, BACARDI earned over 252M views, averaged 75k song streams a day, and received over 1.4B media impressions.

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