Warner Music Group Latin America

The Objective

Searching for innovation in music discovery

To spark interaction of Maná and Joy's famous track, 'Eres Mi Religion', Warner Music embarked on a mission to not just capture the attention of music enthusiasts but to truly captivate them. Recognizing the profound impact of audio on platforms like TikTok, Warner Music had previously harnessed the potential of this medium for their music campaigns. However, this time, the focus was on inspiring the TikTok community, encouraging them to dive deep into user-generated content (UGC) and harness its unparalleled reach.

For this ambitious endeavor, Warner Music enlisted the expertise of CapCut, an innovative all-in-one creative editing platform that empowers users to craft compelling video content tailored for TikTok and beyond. The objective? To generate content around the hit song, 'Eres Mi Religion', amplifying its reach and fostering a wave of creativity and engagement around it.

The Solution

Connecting with creators to ignite exponential reach

In a strategic move to establish a strong presence on CapCut, Warner Music kickstarted their campaign with a meticulously designed CapCut Branded Video Template. This template seamlessly integrated 'Eres Mi Religion', featuring the song's lyrics overlaid as text. However, this was just the beginning. Building upon this foundation, Warner Music amplified their campaign by leveraging paid media on CapCut, harnessing the power of premium placement offerings.

By positioning their video template at the forefront of the CapCut app, Warner Music ensured that 'Eres Mi Religion' was the first thing users encountered upon opening the application. This strategic placement played a pivotal role in not only sparking creativity but also incentivizing users to craft unique videos inspired by the rhythm of 'Eres Mi Religion'. The result was a harmonious blend of music, technology, and creativity, setting the stage for a case study that showcased the seamless synergy between artistry and innovation.

The Result

Sparking awareness, creation and interaction

Warner Music's decision to partner with CapCut for the 'Eres Mi Religion' activation yielded significant results. The campaign garnered over 5 million impressions and engaged 47,000+ users through the branded video template. The organic reach exceeded 400,000 views, accompanied by 30,000+ TikTok comments, underscoring the impact of content creation. This case study exemplifies the successful blend of musical creativity and digital innovation, demonstrating that strategic placement on key video platforms like CapCut can drive meaningful engagement.