WARNER MUSIC LATINA
To promote a global superstar’s song in the US, Warner Music Latina ran Instagram video ads that opened to an interactive and immersive Instant Experience, and which resulted in a 2.3-point lift in message association.
Established in 1987, Warner Music Latina is the Latin division of Warner Music Group. The label aims to provide best-in-class service to its artist roster and continue pushing the Latin culture forward, while breaking international barriers to develop artists globally.
lift in message association with the song title “Envolver”
people used Sound Collection on Reels to add the song “Envolver” to their own Instagram posts or Stories
Warner Music Latina wanted to promote a global superstar’s new song and break it into the global chart for the audio-streaming service Spotify.
THE SOLUTION
An interactive Instant Experience
In the past, Warner Music Latina would create a generic website landing page for the launch of a new song or project. But this approach can be quite basic and lacks interactive features to connect with fans and encourage them to stream. So, when the record label was preparing to promote a new song in the US from global superstar Anitta, it decided to use a new approach on Instagram.
Working with the Meta team in Miami, Warner Music Latina decided to run an exclusive, personalized video ad campaign on Instagram feed, Explore, Stories, Reels and In-Stream. The strategy was to have Anitta record a short video of herself, which the team then cut into the proper vertical aspect ratios for viewing in these placements.
In the video, Anitta spoke directly into the camera asking followers and fans to click on the ad to get all the details about the process of creating her new hit song, “Envolver.” The Warner team added subtitles to communicate her message even with sound-off play. The ad’s Learn more button clicked through to a full-screen, interactive Instant Experience that was custom-built by creative agency Genero.
In the Instant Experience, people could learn more about Anitta and view the “Envolver” Remix music video, never-before seen photos, behind-the-scenes content and Anitta’s “How to Dance” Reels challenge, which went viral as people posted their own dance moves on their Instagram and/or Facebook profiles.
Warner Music Latina showed the ad to adults aged 18–35 living in 24 US cities with high Latin-American populations and to people with an interest in similar genres of music. During the March 22–April 3, 2022 campaign period, over 700,000 people used Sound Collection on Reels to share the song “Envolver”—both the original plus the remix—on their own Instagram posts or Stories. A brand lift study also revealed the following result:
- 2.3-point lift in message association with the “Envolver” song title