Shaggy & Friends ; How Their Social Media Campaign Nailed It!

 Shaggy & Friends Benefit Concert Was A Big Deal And Not For the Reason You Think


Yes, it is a very big deal that the annual  Shaggy & Friends Benefit concert was a star studded event that showcased some of the top tier names of the Caribbean music industry. The acts included Wyclef Jean, Fetty Wap, Bunji Garlin and Fay-Ann Lyons, Christopher Martin, Aidonia, Dexta Daps, Junior Reid, Shenseea, Barrington Levy, Third World, Chaka Demus and Pliers, Capleton, Doug E Fresh and Wayne Wonder.  And of course rock and roll legend, Sting, who has  the star power to bring global attention to the cause.

Yes, it is a very big deal that the concert was for a great cause.  There was a clearly defined goal of increasing the beds available at the Intensive Care Unit of the Bustamante hospital in Kingston, Jamaica. According to, the hospital is the sole pediatric facility in the island and the only full-service children’s hospital in the English-speaking Caribbean.

Yes, it is a very big deal that the Shaggy and Friends Benefit Concert  continues to donate millions of dollars in services and equipment since its inception on January 3rd 2009.

But, from a marketer’s standpoint, the biggest deal for this concert was the fact that the hashtag used to promote the event became the third most trending topic in the United States for that day. #TeamShaggy4Kids.

What exactly is a trending hash tag?

That is no small feat. According to, a hashtag becomes a trending topic on twitter when it is able to ‘Produce more than 500 tweets within the first hour stat trending your hashtag. Not just the number of tweets, the number of individuals who are tweeting also matters a lot.’  Total Social Media  further explains that ,  ‘…to figure at the top ten, the topic must be tweeted in a short period of time. It is necessary around 1200 tweets from 12am to 6am PDT to reach the top 10. From 6am to 12pm PDT, 1700 tweets.’

The Shaggy & Friends Marketing Team did it right . They did it by using some strategic and impactful tactics that hopefully can be duplicated for similar great causes.

How did the team make it happen?

  1. The team had a laser focus
    1. They didn’t try to conquer every social media channel. They specifically chose twitter. Clearly stated a goal of becoming a trending topic and then put things in place to make it a reality.
  2. They engaged influencers from across the diaspora
    1. The team did not discriminate. They engaged influencers regardless of  their number of followers and regardless of their business focus etc. This inclusive approach allowed a diverse group to engage in the experience and spread the word further than many could have imagined.
  3. The content was relevant and communicated a strong compelling message
    1. If you did not know the reason for the concert, there is a high likelihood that you were not paying attention. The team did a great job of clearly communicating who would benefit from concert proceeds. This pointed message played an integral role in engaging those in the diaspora who were not there in person to experience the event.

With all the sensationalized headlines vying for  attention recently, it is quite a feat for a benefit concert on a small Caribbean island to garner that much worldwide attention. It is even more impressive for the concert to become a trending topic with over 200 million impressions.

This success is one the team and by extension us in the Caribbean should be proud of. It is a feat that we should aim to replicate with other such worthy causes such as Hurricane Relief efforts. And to team Shaggy and Friends, it is not unnoticed, the victory is a very big deal. #TeamShaggy4Kids



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MISSION: To elevate the brand of Caribbean culture in the fields of MUSIC, BUSINESS and the ARTS by celebrating the work of cultural ambassadors while advocating for upcoming Caribbean talent1.


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