Behind The Campaign :: Blanco & Mahmood

Behind The Campaign :: Blanco & Mahmood

‘Brividi’ (translating as ‘Chills’) was Italy’s entry for Eurovision 2022 where it came sixth. It was a collaboration between former Eurovision contestant Mahmood and relatively new signing Blanco. Lorenzo Gessner (data science & innovation manager at UMG Italy), Eleonora Bianchi (head of digital services & consumption at UMG Italy) and Ludovica Colombo (digital media specialist at UMG Italy) explain how songs are shortlisted at the Sanremo Music Festival, how the Mahmood and Blanco collaboration came about, why they had to run everything with limited access to the artists, how a three-part campaign (awareness, consideration and conversion) was executed, where audience data was used to target international voters and why experiments with two new apps gave the campaign a new direction.



Lorenzo Gessner (data science & innovation manager at UMG Italy), Eleonora Bianchi (head of digital services & consumption at UMG Italy) and Ludovica Colombo (digital media specialist at UMG Italy) explain how songs are shortlisted at the Sanremo Music Festival, how the Mahmood and Blanco collaboration came about, and more.

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