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.

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THE STORY
Latin music record label

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.

2.3-point

lift in message association with the song title “Envolver”

over 700,000

people used Sound Collection on Reels to add the song “Envolver” to their own Instagram posts or Stories

Anitta’s song “Envolver” reached Number 1 on Spotify’s Global chart, making her the first female Latin solo artist to accomplish this milestone. She now has over 28.5 million monthly Spotify listeners, a record for a Brazilian artist. The Facebook Premium Music video of the “Envolver” remix with Justin Quiles has had over 66 million views.
CESAR TOIRAC, ASSOCIATE DIRECTOR OF MARKETING SERVICES, WARNER MUSIC LATINA
THE GOAL
Promoting Latin music in the US

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.

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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
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We ran the first-ever Latin music Instant Experience campaign in the industry. It allowed us to see significantly better paid media campaign key performance indicators and provided an opportunity for people to interact with a fully immersive ad to learn more about the record. We hope to continue to promote ads with Instant Experiences for our Latin priority records.”
CESAR TOIRAC, ASSOCIATE DIRECTOR OF MARKETING SERVICES, WARNER MUSIC LATINA