To promote the physical release of Melanie Martinez’s Cry Baby in Spain, we created a special pre-order edition that included Melanie’s Cry Baby necklace. Also we ensured we were reaching the perfect target audience (thanks to the research done with our innovative tool, CIRAOS Music) by teaming up with key YouTuber Drew Tuá, supported by another four influencers for the online campaign.

This campaign lasted for two months, starting with the release announcement and finishing with the show Melanie played in Spain.

The pre-order edition was announced by Drew two weeks prior to the release on the same video where she reacted to ‘Tag You’re It’ and ‘Milk & Cookies’, showing the CD, the necklace and posting the pre-order links. The rest of the influencers posted pictures showing the whole pack on Instagram and Twitter throughout the following two weeks, thus keeping the conversation about the release alive, which led to the pre-order packs selling out. In between the album release and the concert, several actions took place, such as the release of two covers of Melanie’s ‘Pity Party’ and ‘Mrs Potato Head’ by Tuá’s band and a Melanie Martinez Make Up Challenge run by Drew where the winner had the chance to meet Melanie at the show. The campaign ended with a sold-out show in Madrid and our key YouTuber covering it on social media.