Sony Music

Objective:

Boost awareness and monthly plays for a curated selection of Sony Music artists, including Argentine rapper Trueno, Puerto Rican band La Ultra Comanda, and legendary Puerto Rican salsa singer Víctor Manuelle.

What We've Done: 

We launched a multichannel, multi-objective campaign that combined strategic paid media with influencer-driven viral challenges to connect with diverse audiences. Our focus was on expanding both local and regional reach while driving listeners to streaming platforms.

Results:

Notable increase in monthly streams across Spotify, Apple Music, and YouTube. Executed a viral challenge/trend that generated wide participation and social buzz and elevated recognition of both international and local talent in key demographics.

Creative Process:

We developed and executed an interactive and culturally resonant viral challenge strategy involving collaboration with influencers to spark organic participation and custom-built landing pages outlining the challenge rules, terms & conditions. We were also in charge of developing the giveaway mechanics that incentivized user-generated content and engagement.

Conclusion:

This campaign demonstrated how the fusion of music marketing, creator collaboration, and digital performance strategy can drive powerful results. By creating viral moments around music and enabling real fan interaction, Sony Music succeeded in amplifying its artists' visibility and boosting streams. The campaign not only increased plays—it strengthened the artists' cultural presence across Puerto Rico and Latin America.

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