In 2024, FloyyMenor, a rising Chileanartist, teamed up with UnitedMasters and Ranked to launch a campaign for hisinfectious single “Gata Only.” Thetrack had strong potential from the start — catchy, danceable, and fueled by avibrant cultural identity. The challenge? Transform that regional momentum intoa full-scale international breakout, competing for global attention in acrowded digital music landscape.
With a strong artist identity and acompelling song in hand, our task at Ranked was to help steer “Gata Only” from a local hit to aglobal phenomenon. This meant not only optimizing digital platforms forvisibility but also creating opportunities for community-driven engagement thatcould drive virality.
Our campaign strategywas structured in three distinct phases, each aligned with the song’s evolvingaudience trajectory:
Phase 1: Local Roots – Chile & Cono Sur
We began by nurturingorganic buzz in FloyyMenor’s home region. This included micro-influencercampaigns, social listening to identify early fan trends, and fueling localizedcontent on TikTok and Instagram Reels. We leveraged the song’s regional sound toestablish 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 phaseincluded targeted amplification on TikTok, expanded influencer seeding, andcurated playlist placements on DSPs. We focused on countries showing earlyorganic signals and reinforced that growth through paid media and creatorpartnerships, 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 danceand lip sync challenges, encouraging UGC and embracing a fan-first ethos. Adefining moment came when non-Spanish-speaking fans created memes like: “POV: You don’t speak Spanish, but you can’tstop listening to this song.” This relatable format helped transcendlanguage barriers and skyrocketed the song’s appeal — especially inEnglish-speaking markets.
Thecampaign’s heartbeat was authentic, community-led content creation. Rather thanrelying solely on top-down promotion, we empowered fans to make the song theirown — and they delivered in spades.
The results of the“Gata Only” campaign were nothing short of explosive. FloyyMenor’s song didn’tjust cross borders — it redefined what’s possible for Latin music in the globaldigital 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” byTikTok
● Featuredin Music Ally’s Best Campaigns ofthe Year
● Stayedon the Billboard TikTok Top Chartsfor 27 weeks, peaking at #5
● Accumulatedmore than 70 billion total views
The “Gata Only”campaign is a case study in the power of platform-native thinking, phasedmarket expansion, and co-creation with fans. At Ranked, we’re proud to haveplayed a part in making a local anthem into a global movement — one dancechallenge at a time.
