Princesa Alba's strategic use of TikTok, including a custom CapCut template, significantly boosted her visibility and engagement. This multi-platform campaign, focusing on organic content and leveraging TikTok's algorithm, positioned her as a leading pop sensation, highlighting her transformative influence on Chilean culture and society.
Princesa Alba, born Trinidad Riveros, has rapidly ascended to become one of the most prominent female artists in the Chilean music scene, blending reggaeton, pop, and urban sounds with a unique style that resonates deeply with contemporary audiences. Emerging from the underground with her viral hit "My Only One" in 2017, she has since released a string of successful tracks including "Convéncete," "Mi Culpa," and "Me Equivoqué," each showcasing her evolving artistry and lyrical prowess.
Her music is characterized by being a bold, unapologetic celebration of individuality and female empowerment, themes that have struck a chord in Chilean culture. She represents a new generation of artists who are unafraid to challenge traditional norms and embrace a more inclusive and diverse cultural identity. Her work not only entertains but also sparks important conversations around gender, sexuality, and self-expression.
Her sound is characterized by its contemporary vibe, blending smooth, melodic hooks with rhythmic, danceable elements that appeal to a broad audience. The production often features a mix of electronic and traditional Latin instruments, creating a unique sonic palette that sets her apart in the music scene. Her songs frequently explore the complexities of modern relationships, self-identity, and the empowerment of women. With a candid and often playful approach, she addresses issues such as body positivity, self-confidence, and independence. Her lyrics are known for their authenticity, often drawing from personal experiences and societal observations, which resonate deeply with her listeners.
From the start we saw a hunger in Princesa Alba, how eager she is to work to make things happen for herself, her drive to take action and be active in her community is what sets her apart and what has led her to be at the top of her game. As soon as we heard “Búscate Otra :(”, being her first release under Sony Music Chile, it was clear that it would be a hit. The artist called it “one of the saddest songs of her career,” where she talks about wanting to love someone, but not being able to due to personal baggage and having to let them go because of it.
With its incredibly catchy beat and Princesa’s unique and playful attitude on social media, we immediately knew that TikTok had to play a vital role for this and future campaigns. Creating a content strategy for this song meant engaging different platforms to make the campaign a 360° experience both for fans and the artist. Ranked Music created a strategy meant to promote her new single and position Princesa Alba as the current pop sensation.
The team devised a multi-platform campaign
that combined pre and post-launch digital initiatives
prioritizing organic content.
In order to reach Princesa Alba’s target market while also widening her impact and, ultimately, her audience, amplifying her overall presence in the music industry landscape. Each idea developed for the campaign was a crucial element strategically crafted to help the music reach its full potential, both taking advantage of the artist’s built-in audience and the interactive nature of her fanbase.
TikTok, Instagram, and YouTube Shorts being our main platforms for the campaign, dynamism, and flexibility were the priority in our execution. The biggest splash this campaign made was the release of Princesa Alba’s very own CapCut template which was designed in-house and boosted by the artist herself organically promoting it. The template consisted of a funky, colorful, very girly pink edit, full of cute icons, accompanied by the playful synth of the sped up version of “Búscate Otra :(“ for users to play with and make their own. The template was immediately in high demand, and has been used 18.2K times, making it a clear success for both the artist and Ranked.
The artist’s willingness to work together and engage with the template gave it the impulse it needed to draw interest from fans and non-fans alike, allowing it to make waves with her demographic. Prioritizing timing is paramount when it comes to digital platforms, as the trend cycle becomes increasingly short over time, so by creating appealing and striking content that works with and for TikTok’s algorithm, we were able to accomplish our main objective of positioning Princesa Alba in the zeitgeist.
Princesa Alba has had a remarkable journey, evolving from a social media sensation to a significant influence in the Chilean music industry, playing a pivotal role in shaping contemporary cultural narratives. Through her music and persona, Princesa Alba embodies a transformative force, inspiring a more open and progressive Chilean culture and society.
