At only 15 years old Spanish artist Juanfran, short for Juan Francisco, is a phenomenon. He kicked off his music career in 2019 and is ready to take on the music industry by storm. Hailing from Gran Canaria, one of Spain’s Canary Islands, Juanfran had plans to take his music to countries like Chile, Argentina, Canada and the US. Then Covid-19 happened and he had to shift gears. What did that involve? Becoming a viral success on TikTok and landing on the Billboard charts this year. It’s no doubt that Juanfran has a bright future ahead and will continue to take his music to an international audience.

The Orchard started working with Juanfran about a year ago. In anticipation of Juanfran’s ‘Como Llora’ single and video, The Orchard wanted to give the single the maximum visibility through digital marketing and advertising tactics; expand Juanfran’s profile on Spotify through a pre-save campaign, and build the artist’s fanbase in Spain, Latin America, and the US with a TikTok campaign.

As part of the larger digital marketing campaign, The Orchard launched a pre-save Instagram campaign on 3rd-6th February to encourage fans to pre-save the song and follow Juanfran on Spotify. A week later, feed and story assets were used on Instagram, telling fans to listen to the song on different digital platforms. A teaser of the video clip was used announcing that a challenge is coming and encouraging fans to learn the song.

That same week from 7th-13th February, The Orchard launched a YouTube campaign to give visibility to the ‘Como Llora’ official video. The video itself was used as an announcement and included a call to action to listen to the song on the different digital platforms. The campaign was divided up into two phases, the first to provide the maximum number of views in the first few days, and the second to extend the life of the launch until after Valentine’s Day.

Due to Covid-19 and social distancing, Juanfran put a lot of effort on TikTok, growing his profile tremendously. The last few months have seen a huge increase on Como Llora’s traffic in LATAM on YouTube. The video now has over 139m views. The track on Spotify also entered viral charts and placed on top regional playlists.

Juanfran and his followers took the track viral on TikTok using the sound of the song + hashtag #comollorachallenge. On 14th February, he published a video on TikTok dancing along with the narrative of the choreography, following the song’s lyrics with steps with what Juanfran felt comfortable with. After publishing the video, Juanfran encouraged his followers to participate using the Duo tool on Tik Tok and the hashtag #comollorachallenge. The video was used to create an ad campaign on Instagram Stories.