For the release of ‘Taki Taki’, we unabashedly approached this in the same way a movie studio would treat the release of a blockbuster release. Instead of a cast of movie stars, we had four global musical superstars on the track that each attracted their own distinctive, yet global, audiences. Instead of artists cannibalising or overlapping one another, we were able to assemble the Avengers of each of their respective genres –the biggest female pop star (Selena Gomez), the biggest female rapper (Cardi B), the biggest Latin artist (Ozuna) and the biggest dance artist (DJ Snake).

For most campaigns the focus isn’t what impact we’re going to have day 1, but what we can do to keep the record going in week 10. In the case of ‘Taki Taki’, it was all about frontloading our campaign to have the biggest global impact right out of the gate.

Our goal out of the gate was to create as much on-and offline conversation on the track and make it an “event” for listeners. Across the board our partners were incredible in helping drive that fan activity, kicking off with having the song be the launch partner of Spotify’s Global X playlist. We also knew going into the song that we would only get one chance to get all these stars together in one room (in this case, the music video shoot), and used that as an opportunity to create a campaign’s worth of materials for press and socials. To supplement and continually seed content to fans, we had animators completing new GIFs, videos, games, images, etc so no matter where we were at in the campaign there was fresh content to consume.

We intentionally held back the music video to give us a second major marketing moment, knowing we had on our hands an instant classic directed by Colin Tilley. We teamed up with YouTube to debut a 30-second clip of the video during the AMAs in the commercial segment following Cardi B’s performance, and went live with the full video online immediately following. The global push of all our partners and artists –YouTube, Vevo, Selena, Cardi, Ozuna, Snake (plus engaging all their respective fan communities), combined with a robust content plan directing all users back to the full video, immediately shot the clip to the top of the YouTube charts and continued the path of ‘Taki Taki’’s overall consumption domination.