Universal Music Group (UMG) is one of the world’s leading music companies. In 2023, the company released Colombian singer Karol G’s fourth studio album, titled ” Mañana será bonito”. The album was a commercial success, reaching number one on the charts in several countries.
UMG wanted to promote Karol G’s album release in an innovative and engaging way. The company wanted to reach a broad audience, including fans of the singer as well as new listeners.
Strategy
UMG launched a partner dance campaign on TikTok. The campaign encouraged users to dance to the album’s new song, “Mañana será bonito,” as a couple. Users could share their videos on TikTok with the #mañanaserabonito hashtag. The campaign was launched in different languages to reach a wider audience.
Outcome
The campaign was a resounding success. In just a few weeks, the campaign generated more than 10 million videos on TikTok. The hashtag #Mañanaserabonito became one of the most popular on the platform.
The campaign also had a significant impact on album sales. ” Mañana será bonito” became Karol G’s best-selling album in the United States. The album also reached number one on the charts in several countries, including Spain, Mexico, and Colombia.
