Kim Loaiza - X Amor
Role: Creative Social Lead
Company: Freelancer
Industry: Streaming App
Tools: Social Media
Results
The album reached the number 1 global debut with more than 18 million streams within its first week of release.
Context
An important Mexican influencer, Kim Loaiza, was transitioning into a singing career. She was releasing her first album called “X Amor” or “4 Love.”
Task
The core objective was to develop and execute the overarching creative and social media strategy for the album's launch on Spotify, specifically tailored to capture and engage the Latin American (LATAM) market.
Insight
Although the team didn't have the album cover that traditionally set the campaign's tone for the previous stage, we found a visual resource on her social media accounts: polaroids. The artists used them to share important moments of her life.
Awareness
• Kim Loaiza’s social accounts: The artist posted content showing kind moments at her home, building loving memories with her audience.
• Spotify’s LATAM social accounts: We created content for Spotify’s accounts, made with intimate photos of the artist with her loved ones.
• Spotify’s Platform content: We created exclusive short videos hosted on Spotify’s platform, available on the pre-saved landing page.
Conversion
Viral Love: Fans shared their excitement on social media using the campaign hashtag #SpotifyPonmeXAmor, making it a Trending Topic on X and sharing their love for the album.
Learnings
Fandom Authenticity is Critical: Campaign content must resonate deeply with the artist's core fandom and remain strictly truthful to their established tone of voice to drive organic engagement.
Intimacy Drives Meaningful Connection: Leveraging intimate, behind-the-scenes narratives (such as the personal Polaroid concept) builds a much stronger, more meaningful emotional connection with the audience than traditional, highly-polished promotional materials.
