Kokoro Records is a music production company based in Tenerife, responsible for the audiovisual material and artistic production of C.Merino.
Challenge
They asked us to design and run the launch of the single Somos Canarias, a song about belonging to the Canary Islands with strong potential to catch on across the islands and also reach Spanish-speaking audiences. The goals had 2 strands: first, local reach and recognition for the artist's brand; second, the number of plays of the single on music platforms.
Solution
We designed a communication and digital marketing strategy to meet both goals.
Stage one: plays. Our strategy was to build up a large number of plays of the single “Somos Canarias” on YouTube, quickly and at low cost. To do this, we ran Google Ads campaigns to generate views on YouTube, focusing in the first few days on Latin American countries, where the cost per view is lower but the audience is just as valuable because of its music culture. We backed this up with social media campaigns pointing to a one-page site with links to the platforms where the song can be played (Spotify, Apple Music, YouTube), to drive traffic from the Instagram profile.
Stage two: local recognition. We shifted our efforts to building presence in the Canary Islands, adjusting our campaign targeting with geolocation and building on the growth of the Instagram profile with sequences of interactive content to drive local engagement. We rounded off the strategy with influencer marketing and a giveaway with local tourism sponsors, timed close to Canary Islands Day and the Carnival.
Impact
Plays:
- In the first week after the single's release we reached 100K plays on YouTube, and 207,898 in the first month, with a high level of engagement from Canary Islanders that you can see in the video's comments.
The Instagram profile
- We gained +1,100 genuine, local followers.
- We reached more than 50,000 people with posts focused on the song
Giveaway:
- The post reached 17,940 people and got 1,372 quality interactions, with €253 in ad spend.
Results
- +200k Views
- +110% Follower growth
One-page site designed to promote the single “Somos Canarias”
Social media posts
Dashboard for tracking and reporting on the actions
