Karol G/ Interscope
“QUE CHIMBA DE VIDA" & “Si Antes Te Hubiera Conocido”: A Journey in Digital Innovation
Paid Media
December 18, 2024
About the project
Since the early days of Ranked, we’ve worked closely with Karol G and her team — so when the opportunity came to collaborate on a new digital campaign, we were all in.
It was late 2023. Karol had just wrapped the Latin American leg of her epic Mañana Será Bonito world tour and was ready to celebrate with a big moment: the release of a new single, paired with a personalized CapCut filter.
Our team had already been experimenting with forward-thinking digital tactics designed to turn any release into a platform-native, fan-first experience. And while Karol’s music already had global reach, we knew that in today’s digital landscape, emotional resonance has to be matched with innovation.
Our goal was clear: to create immersive, tech-enabled content moments that deepened fan interaction and brought long-term value to her releases. From CapCut filters to augmented reality (AR), our approach has always been about meeting fans where they are — and taking them somewhere unexpected.
The solution
We approached our collaboration with Karol G through a tech-focused lens, aligning each creative solution with the emotional arc of the release.
Phase 1: "Que Chimba de Vida" – Celebration & Identity
For the release of “Que Chimba de Vida” in late 2023, we launched a custom CapCut template inspired by Karol’s vibrant, celebratory aesthetic. Fans were invited to showcase moments from their own lives, connecting the song’s joyful message with personal storytelling.
Phase 2: "Si Antes Te Hubiera Conocido" – GlobalLove & Visual Immersion
With the June 2024 release of “Si Antes Te Hubiera Conocido,” we leveled up the format — again leveraging CapCut with a new visual template aligned with the track’s nostalgic, romantic tone. The filter sparked a wave of user-generated content across Latin America and beyond.
Additionally, to mark the 6-month anniversary of the hit and its achievements, we created an Augmented Reality piece — inviting fans to discover and celebrate the song's wins while also interacting through Karol’s fan account, @bichotarecords in a more interactive way. The AR asset blended visuals from the music video with real-world environments, creating an emotional bridge between the artist and her audience.
Phase 3: Platform-native + Tech-first = Ongoing Engagement
Our ongoing collaboration focuses on tech-native thinking, prioritizing tools that invite participation and reinterpretation. Whether it’s short-form edits, AR experiences, or fan remix opportunities, we’re building a digital universe around Karol G that evolves with each release.
Results
The results of our technology-driven approach have made a measurable impact on Karol G’s digital footprint — while deepening emotional connection with her audience:
Engagement Wins
CapCut templates for both singles generated +100K uses across TikTok
Community-driven content led to consistent virality and fan-to-fan sharing
Cultural & Creative Impact
“Si Antes Te Hubiera Conocido” became one of the most remixed Latin tracks on CapCut in 2024
Recognized for innovation in the use of AR for music anniversaries
Demonstrated a replicable model for fan-centered, tech-forward campaigns in the Latin music space
At Ranked, we believe the future of music marketing lies at the intersection of technology, storytelling, and fan creativity — and with Karol G, that future is already here.