The Solution
By creating a colorful and engaging organic campaign with paid ad components, Papi Renzo was able to reach his social media goals. The campaign highlighting Papi Renzo’s brand by tapping into his Miami background and the Cuban-American themes he sings about. This allowed us to identity a distinct target audience and keep them engaged.
Posts included visually striking and atmospheric videos of Miami overlayed with his music, posts promoting new music, down-to-earth images of Papi Renzo in his free time, and fun graphics spotlighting specific quotes from his music.
29.4%
increase in impressions on Instagram
The Challenge
Papi Renzo is an independent pop artist based out of Miami, Florida. His music mixes English and Spanish lyrics over catchy melodies and punchy beats.
I had the opportunity to work with Papi Renzo as he aimed to grow his social media audience ahead of the release of his new album.
The challenges with designing a campaign for Papi Renzo mirrored challenges of most music marketing campaigns, including:
Cutting through the noise of a crowded genre.
Identifying the target audience.
Keeping viewers engaged in an age of short form content.
The Results
over 9 month period
16.9%
increase in followers on Instagram
Campaign Materials
