How do we harness the traction of a trending song on TikTok and launch it through the stratosphere? We were put to the test in early 2021, when WK Records partnered with the team at Gupta Media on their joint album release with La Base Music Group.
Reggaeton superstar Wisin founded La Base in 2020. They represent top talent in the Latin music world, including a Puerto Rican producing duo aptly named “Los Legendarios”. As reggaeton popularized in the US, these hit-makers repeatedly made their mark on the charts. In February, the single “FIEL” from the duo’s debut album was released, and after a short time, the song struck gold: it started blowing up on TikTok. When WK Records approached us to help “FIEL” reach the Spotify Global Top 50, we were determined to figure out how a song’s skyrocketing momentum on social media could translate to reaching the top of one of the biggest charts in the world.
Soon after “FIEL” dropped, we began leveraging its growing presence on TikTok by activating advertising across paid search, paid social, and Spotify Ad Studio. The goal was to have every Latin music fan in the country streaming the track. We A/B tested various creative concepts, including personalized content from featured artists Wisin and Jhay Cortez encouraging fans to listen. Insights empowered by real-time data enabled us to pinpoint the most reactive audiences.
The largest ad spend went towards platforms that converted the strongest traffic to streaming: Facebook, Twitter, and Spotify Ad Studio. We took advantage of unique fan-level targeting with Spotify Ads to run a multi-phase audio campaign reaching the core fan bases of Wisin, Jhay Cortez, Los Legendarios, and similar artists. We connected with listeners who were already in a streaming mindset, encouraging them to keep blasting “FIEL” in their homes and on the dance floor as it climbed the charts.
The song’s dynamic and engaging music video made it the perfect candidate for a high impact ad to conclude our campaign. YouTube’s Masthead ad unit was the perfect fit. We reserved the highest profile inventory on YouTube at the top of the home page, showcasing the video to fans of Spanish-language music in three key Latin American markets.
“FIEL" started to climb the chart as our paid ads began to make an impact. After cracking the Spotify Global Top 50 in four weeks, it kept climbing, breaking the Top 10 two weeks later. It remained in the Top 10 for the next seven weeks, reached the Top 5 on the Apple Music Latin chart, and spent 26 weeks on the Billboard Hot Latin songs chart, peaking at #5. It was even featured in Billboard, the LA Times and Rolling Stone.
Across all campaign phases our ads served more than 143 million impressions, generating 16 million ad video views and 2 million link clicks. Ads on Spotify generated 841K listeners of Los Legendarios Music and 371k new listeners. The official video has over 198 million views on YouTube and counting, making “FIEL” one of the big success stories in Latin Music for 2021.