Kany Garcia/ Sony Music
"DPM (De Pxta Madre)": full release strategy, paid media, custom content creation, and influencer campaign for Kany García's most successful solo release in the streaming era.
FanConnect 360° · Paid Media · Release Strategy · Content Strategy
October 30, 2024
About the project
For the “DPM (De Pxta Madre)” (De Pxta Madre) release project, Ranked Music was responsible for a full release strategy, paid media, custom content creation, and influencer campaign. The best performing release ever in Kany Garcia's career!
The solution
We came up with an overarching creative concept that summed up the fun-loving and powerful message for the song empowering people about coming out of a relationship better than ever, focussing on all the good things in your life, and celebrating happy little victories. Creative Ideas included personal fan stories, memes + gifs, and a custom “DPM (De Pxta Madre)” Sticker that lived on IG and Whatsapp, Kany’s story in an IG Reel, and more.
One of the creative ideas that was translated into content for Kany’s social media pages was a custom piece that described the meaning of “DPM (De Pxta Madre)” in different Spanish-speaking countries, using its synonyms. Fans loved engaging with this!
Results
Some numbers from the influencer campaign:
+11.5M Views from the videos uploaded by our creators in two weeks
+1.29M Likes & +6.6K Shares
+78.9M Combined followers from the group of influencers
+7,049 User Generated Videos using the “DPM (De Pxta Madre)” sound
From the start of the campaign, Kany grew the following numbers on Spotify:
Since the first post we added 150,694K monthly listeners
Since the first post+20.5K followers on TikTok were added.