We were asked to spread the word about Manuel Turizo’s song “El Merengue” through Instagram Reels and Stories. Achieve 150 reels, 60 stories, and 1 million video playbacks using the official audio of Manuel Turizo’s song “El Merengue” on Instagram.
Solution:
To achieve this ambitious goal, we implemented a multi-pronged strategy focused on collaboration and virality:
Collaborations:
- Music producers: We partnered with leading music producers in Latin America and the United States to create unique remixes and mashups of “El Merengue.” This broadened the appeal of the song and attracted new audiences.
- Artists: We invited established and up-and-coming artists to participate in dance challenges and create original content with the song. This tapped into their fan bases and increased participation.
- Nanoinfluencers: We identified and collaborated with nanoinfluencers (accounts with between 10,000 and 50,000 followers) that matched the song’s style and target audience. This ensured authentic and organic promotion within relevant communities.
Content strategy:
- Reels: we encouraged users to create Reels with the official audio of “El Merengue”. This took advantage of the platform’s algorithm, which prioritizes content in Reels.
- Stories: We used Instagram Stories to offer behind-the-scenes footage, artist interviews, and exclusive challenges. This provided deeper engagement and a unique experience for fans.
- Interactive elements: We incorporated interactive elements such as polls, quizzes, and questions into our content. This encouraged active participation and increased interaction time.
- Hashtag strategy: We developed a hashtag strategy focused on relevant keywords and trending topics to maximize discoverability.
