Internationally famous singer Sharika released a song in January 2023 roasting her ex-husband, Spanish football player Gerard Piqué. As part of the lyrics, she mentioned Twingo to denote inferiority comparting it to a more luxurious car.

We saw this as an opportunity to turn the situation around and leverage it to boost the engagement on our social media.

Knowing that Shakira had launched Twingo in Colombia in 1995 and that model had a big fanbase in the country, the objective was to generate an authentic organic response from Twingo fans in Colombia and the rest of the world and become an instant tending topic.

Shakira’s mention of Renault Twingo in her song was an opportunity to hop on a trend, boost out social media engagement and make a statement as a brand. In response to the song, Renault Colombia retweeted the song along with a message of support for Shakira, and leveraged that fact that Shakira was the one who launched Twingo in Colombia in 1995, and that the car was well positioned in the country. By staying loyal to Shakira instead of being defensive, the tweet generated a massive positive response not only from Twingo’s fans, but also from Shakira’s fans and other car brands. Twingo fans spread the hashtag #WeAreWithTwingo, Renault Colombia became TT instantly and triggered positive interactions that positioned the brand on the right side of an ongoing conversation. And we achieved the ultimate goal: we made Shakira’s words come true when her ex arrived at training on a Twingo.

Renault Twingo and Shakira have a long-standing relationship that dates back to 1995, when Shakira launched Twingo in Colombia. They are both beloved by Colombians. So, when Shakira came out with a song mentioning Twingo in a negative way, Renault knew it could turn the situation around by reaching out to Colombians. With a message of support to Shakira on tweeter, Renault Colombia reached the hearts of millions of users. The tweet sparked up a conversation in which Twingo’s fans, Shakira’s fans, other car brands and the community in general, came out to support Twingo.

Renault Colombia retweeted the song along with a message of support for Shakira on January 11th 2023, the same day that the song came out.

The Renault Colombia became TT within minutes.

The tweet broke all records in terms of interactions in Renault Colombia’s social media.

Within the first ours after publication:

In the first few hours it reached 1M impressions and 43k interactions.

Within the first 10 days after publication:

Impressions up by 200%

Interactions up by 105%

Likes up by 89.1%

Comments up by 111.3%

Retweets up by 71.8%

Profile visits up by 106.4%

Verified tweeter accounts with over 1.5M followers jumped on the trend and mentioned Twingo.