One of the most buzzed-about moments in the Grammy Awards last weekend happened in a commercial break: a four-minute live video from Gwen Stefani for her single ‘Make Me Like You’ – as in filmed and broadcast live – funded by retailer Target.

Billboard has a good post-mortem on the ad, which cost $12m including $8m to buy the TV airtime.

Target backed it up with a Facebook Live campaign. “We’ve seen more than 3 billion media impressions to date for the campaign,” said chief marketing officer Jeff Jones. “The conversation and engagement in social has been incredibly positive and continued to build in the days following the live moment.”

From her label, Interscope, head of revenue and digital Gary Kelly said there has been a knock-on effect.

“The pre-orders at Target have outperformed the overall expectations of where we thought we would be by street date,” said Kelly.

“And then you have a halo effect at Apple and Amazon and on Spotify. Gwen’s album has been the number one pre-order on Apple all week.”

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