Ranked Music + Sony Centroamérica y Caribe

The Objective

Finding a music community, with scale

Ranked Music is a full service media agency that specializes in increasing artists' reach around the globe. With a focus in digital media and musical launches, they use strategic targeting to reach the right consumers, ultimately finding loyal fans.

Using their 360 approach to artist launch and focusing delivery on highly engaged consumers, Ranked Music was in search for a platform with high reach, engaged audiences and music as a core component. They knew TikTok was a critical component of a successful campaign.

The Solution

Connecting with users through content and music

To maximize artist recognition, Ranked Music turned to Spark Ads, TikTok's most native solution, which allowed artists to use their organic content to connect with new audiences, giving users a real glimpse into their brand. Ranked Music used broad targeting options which successfully allowed the platform to reach the most appropriate audiences efficiently. To maximize the musical exposure, they paired their targeting with music clickability while they encouraged users to engage with the latest launch.

Their artist was able to connect with new listeners, keep full creative control, and establish connections not only through their content but, most importantly, the music they created.

The Results

Authenticity driving results

In TikTok, when creators speak authentically, users respond positively. The TikTok community responded very well to the artist's content, generating a 2.5X increase in engagement vs expected. Ranked Music also correctly bet on the musical component of TikTok. Surpassing their expectations, artists saw a 91% increase in music clicks vs the established benchmark for the campaign.

Through this, they had a significant growth in the following of the artists' TikTok account, a 105% increase vs the start of the campaign.