How a 'Revolution of Kindness' turned into Digital Success
Santiago Cruz, a prominent Colombian singer-songwriter, has become a defining figure in the Latin music scene with his soulful melodies and poignant lyrics. Born in Ibagué, Colombia, in 1976, Cruz has built a career that transcends genres, blending elements of pop, rock, and Latin rhythms. His music, marked by emotional depth and introspective themes, has earned him a loyal following across Latin America and beyond.
Cruz’s journey in music began in the early 2000s, but it was with his hit single "Desde Lejos" that he truly captured the hearts of listeners. This track, along with other notable songs like "Baja la Guardia" and "No Te Necesito," has solidified his reputation as a master of romantic ballads. These songs, characterized by their lyrical sincerity and melodic richness, have become anthems for many, reflecting universal experiences of love, heartache, and personal growth.
His musical style is a distinctive blend of emotive storytelling and melodic sophistication, setting him apart in the Latin music landscape. His approach to music is deeply personal, often drawing from his own life experiences to create songs that resonate on a universal level.
His authenticity is a hallmark of his work, allowing listeners to connect
with his music on an intimate level. In the Colombian music scene,
Santiago Cruz represents a bridge between traditional and contemporary
sounds, offering a fresh yet familiar voice.
His sound is characterized by a fusion of soft rock, Latin pop, and acoustic elements, creating a soothing yet powerful experience for the listener. Cruz's vocal delivery is another defining feature of his style; his voice, rich and expressive, conveys the emotions behind his lyrics with compelling sincerity. This combination of heartfelt lyrics and a distinctive vocal presence has not only earned him critical acclaim but also a lasting place in the hearts of his fans.
What makes Santiago Cruz stand out is his openness to engaging with and taking part in digital strategy, as he isn’t shy to participate in a trend or even create his own. He is very willing to get in front of a camera and engage with his audience, always staying active in his community. When we heard “Que Tengas Un Bonito Día”, it was clear that Santiago’s mission with the song was to make a positive impact with this new release, or in his words, he wanted to start a “Revolution of Kindness.”
With its warm and uplifting lyricism that encapsulates the gentle, soothing
nature of his musical style, and Cruz’s open and even playful attitude on
social media, we immediately knew that TikTok and IG Reels would be the
focal platforms for this campaign. However, creating a content strategy for
this song meant utilizing every weapon in our arsenal to maximize its reach.
To boost Santiago Cruz’s visibility and strengthen his presence in the music industry, the Ranked team developed a thorough, multi-platform content strategy. This plan included targeted digital efforts pre and post-release, with a particular focus on generating organic content. The campaign had two main goals: to keep his current fans engaged and to attract new listeners while spreading a positive message to the growing community. Every aspect of the strategy was carefully crafted to optimize the track’s reach, taking advantage of his existing, highly interactive fanbase. By prioritizing high quality content, the team sought to deepen the connection between Santiago Cruz and his audience, thereby increasing his influence across digital channels and traditional music platforms.
TikTok, Instagram, and Spotify Clips being our main platforms for the campaign, creating quality short-form, vertical content was the priority. Ideas like posting his kids’ drawings of their interpretation of the song, him holding uplifting signs, and having a coffee for a good day were all executed and received remarkable results, as it was content that kept an organic feel and remained representative of the song and Santiago Cruz as an artist.
In addition to content strategy, catapult° also carried out its first paid media campaign for “Que Tengas Un Bonito Día”, resulting in 210,000 views on YouTube, with 63% retention. This means that 63% of the people who started to watch the ad did not skip it.
The artist’s willingness to work together and carry out the content strategy with beautiful execution is what gave the campaign the impulse it needed to draw interest from fans and non-fans alike, allowing it to make waves on social media. Timing is crucial on digital platforms, especially as trends shift more rapidly than ever. To achieve our primary goal of maximizing reach while promoting positivity, we focused on crafting content that was both visually appealing and aligned with the unique algorithms of each platform. This strategic approach ensured that our content not only stood out but also effectively leveraged the timing to extend its impact across various digital channels.
