Shakira vs. Piqué:
The CASIO Controversy
Is there no such thing as bad publicity?

Use Case Shakira

In this Case Study, the following aspects are addressed:

  • How a media controversy can affect your brand.
  • The CASIO controversy did not harm the brand; instead, it generated interest and improved its image. 44.2% of users appreciated the marketing actions related to the song.
  • The CASIO brand experienced a 537% increase in searches on Amazon Mexico due to the controversial song by the Colombian singer.