FloyyMenor/ United Masters
Soundtrack of the Summer 2024: How Strategic Growth and TikTok Turned "GATA ONLY" into a global movement
Paid Media · Release Strategy
June 20, 2024
About the project
In 2024, FloyyMenor, a rising Chilean artist, teamed up with UnitedMasters and Ranked to launch a campaign for his infectious single “Gata Only.” The track had strong potential from the start — catchy, danceable, and fueled by a vibrant cultural identity. The challenge? Transform that regional momentum into a full-scale international breakout, competing for global attention in a crowded digital music landscape.
With a strong artist identity and a compelling song in hand, our task at Ranked was to help steer “Gata Only” from a local hit to a global phenomenon. This meant not only optimizing digital platforms for visibility but also creating opportunities for community-driven engagement that could drive virality.
The solution
Our campaign strategy was structured in three distinct phases, each aligned with the song’s evolving audience trajectory:
Phase 1: Local Roots – Chile & Cono Sur
We began by nurturing organic buzz in FloyyMenor’s home region. This included micro-influencer campaigns, social listening to identify early fan trends, and fueling localized content on TikTok and Instagram Reels. We leveraged the song’s regional sound to establish cultural authenticity, laying a solid foundation in Chile, Argentina, and other Cono Sur countries.
Phase 2: Regional Growth – Mexico, U.S., France, Italy
As momentum picked up, we scaled the campaign to broader Latin and European markets. This phase included targeted amplification on TikTok, expanded influencer seeding, and curated playlist placements on DSPs. We focused on countries showing early organic signals and reinforced that growth through paid media and creator partnerships, particularly in Mexico, the U.S., France, and Italy.
Phase 3: Global Explosion – Powered by TikTok
In the final phase, TikTok became the primary engine for worldwide reach. We initiated viral dance and lip sync challenges, encouraging UGC and embracing a fan-first ethos. A defining moment came when non-Spanish-speaking fans created memes like: “POV: You don’t speak Spanish, but you can’t stop listening to this song.” This relatable format helped transcend language barriers and skyrocketed the song’s appeal — especially in English-speaking markets.
The campaign’s heartbeat was authentic, community-led content creation. Rather than relying solely on top-down promotion, we empowered fans to make the song their own — and they delivered in spades.
Results
The results of the “Gata Only” campaign were nothing short of explosive. FloyyMenor’s song didn’t just cross borders — it redefined what’s possible for Latin music in the global digital era.
TikTok Milestones:
+71.7 million user-generated videos created
+1 billion shares across platforms
+2.9 million views on TikTok daily
+472,000 new followers for FloyyMenor
Cultural & Industry Impact:
Named “Global Song of the Summer 2024” by TikTok
Featured in Music Ally’s Best Campaigns of the Year
Stayed on the Billboard TikTok Top Charts for 27 weeks , peaking at #5
Accumulated more than 70 billion total views
The “Gata Only” campaign is a case study in the power of platform-native thinking, phased market expansion, and co-creation with fans. At Ranked, we’re proud to have played a part in making a local anthem into a global movement — one dance challenge at a time.