To build anticipation for his latest single, especially given its name 'Amigos' (Friends), it was the perfect time for Ranked Music to develop an upper-funnel, data-driven strategy focused on superfans. Utilizing our innovative FanConnect 360° approach, we created an immersive content ecosystem that deepens relationships with fans while simultaneously integrating data capture mechanisms to enrich the artist's CRM database.
J Balvin made history as the only artist to perform twice during the Las Vegas Grand Prix motorsport weekend. The Sphere in Las Vegas, home to the largest LED screen on Earth, marked the kickoff of a truly integrated campaign and the launch of Balvin's 1:1 communication channel and strategy.
A bold graffiti-style message reading “J Balvin doesn’t need more friends. Do NOT Text him”, along with his phone number, was projected onto the giant screen to encourage fan engagement and opt-ins for a 1:1 messaging experience. (via Community). Balvin starred in a Verizon Super Bowl campaign ad centered around the “leak” of his phone number.
During the Super Bowl LVIII, fans who texted J Balvin’s phone number, featured on the ad, got real-time responses that authentically reflected Balvin’s voice, tone, and language through a well-trained AI technology.
Powered by OpenAI’s ChatGPT and developed with Community, the AI created dynamic conversations on WhatsApp and SMS, making fans feel like they were chatting directly with Balvin.
The project focused on a personalized communication approach, aiming to make every fan feel connected on a 1:1 level. Our team developed and managed content strategies, creating messages that aligned with fans' interests and Balvin’s activities, ensuring consistency across all social media platforms.
This approach boosted engagement and encouraged fan interaction through direct channels like WhatsApp and SMS.
As part of the strategy, and to leverage his performances in Brazil, we asked his Brazilian superfans on WhatsApp to teach him some Portuguese. We curated their responses, had him record a video using those expressions, and sent it back via WhatsApp. This 'superlocalization' approach created a highly engaging experience, tailored to specific audiences by considering local trends and cultural nuances.
The campaign not only drove impressive engagement levels but also facilitated the building of a valuable fan database. With a response rate peaking at 74%, and a media interaction rate reaching up to 81%, the approach outperformed typical engagement benchmarks on platforms like Instagram (0.74%) and CRM (5-10%).
The initiative allowed for the collection of key fan data, including names, phone numbers, emails, locations, and demographic details, enhancing the ability to clusterize audiences, create personalized, targeted interactions and fostering a deeper connection with the fans.
The campaign achieved remarkable subscriber growth, particularly during key activations. Following the Super Bowl, there was a significant +20% increase in U.S. subscribers in just 4 days.
The paid media campaign targeted TikTok users in the US Latin market, Mexico, and Colombia, driving engagement with J Balvin's Instant Page, chatbot, videos, and carousels while promoting his upcoming single. It generated over 5 million impressions, with an average view time of over 11 seconds, well above regional benchmarks.
The campaign expanded to Brazil, where Balvin, based on fan suggestions, recorded a video featuring the popular slang "Calma Calabreso" from BBB 24’s Davi.
The video went viral and received spontaneous media coverage from major outlets, including Gshow from Globo TV, the largest commercial television network in Brazil and South America, and became a trending topic on Twitter, driving a 203% increase in regional subscribers.
