Campaign of the Month: Estopa
Submitted by: Sony Music Spain
Artist name: Estopa
Artist Label: Sony Music Spain
Budget: £15,001-£25,000
Target Audience: 14-17 years, 18-24 years, 25-34 years, 35-44 years
Target Location: Spain/Latam
Overview:
For Estopa’s 25th anniversary in 2024, Sony Music and the band decided to kick off the celebrations a year early, choosing October 18th, 2023. This date was significant as it marked the anniversary of their debut album’s release in 1999, which sold over 1.5 million copies and remains the best-selling debut by a band in Spain.
Campaign goals:
- Reactivate interest in the band.
- Reach peak consumption around the new album and its first single.
- Build anticipation for the new release.
- Target new audiences.
- Each year on October 18th, fans naturally celebrate the album’s anniversary on social media. The challenge was to make this fan-driven event official by establishing “El Día de la Estopidad.”
Understanding Estopa’s humor, we knew the best approach was through memes. We partnered with two of Spain’s most influential meme creators, El Mundo Today and Cabronazi. Both were eager to join, given their existing fan base with Estopa. Previous collaborations suggested that the fake announcement would generate significant online visibility.
The campaign unfolded as follows:
El Mundo Today, a satirical news site, posted a story announcing “El Día de la Estopidad,” supposedly endorsed by the Spanish government. Cabronazi quickly followed with posts showcasing how people were allegedly celebrating this new holiday. The conversation spread rapidly on X (formerly Twitter), where users shared their “celebrations” of the day. Up until this point, the announcement was still considered a joke.
Estopa then entered the conversation, officially declaring the celebration day. They capitalized on the buzz to announce their new single and confirm the title of their upcoming album. The following day, Estopa announced their largest-ever tour, which sold out stadiums in Madrid and Barcelona.
To connect with Gen Z, Estopa engaged with top Spanish-speaking Twitch streamers. They performed live at La Velada del Año 3, the most-streamed event on Twitch, and participated in just chatting streams with AuronPlay. They also performed at the prestigious ESLAND awards, hosted by TheGrefg, where they were even nominated for Best Clip of the Year for their live stream performance with AuronPlay. The album release party was also streamed live on Twich by Masi and Nil Ojeda thanks to Amazon Music partnership.
Additionally, we launched a special landing page to promote the album’s vinyl release, featuring a reinterpretation of Bosch’s Garden of Earthly Delights artwork. This immersive experience encouraged fans to purchase the physical product, resulting in Estopa topping the vinyl charts as well.
Results:
- The album release generated unprecedented anticipation, reaching #1 on Spain’s official chart. Estopa sold half a million tickets for their summer tour, the biggest selling tour in Spain in 2024, sold in out up to 5 full stadiums in Madrid, Barcelona, Sevilla, etc.
- The social Media following of the band grew from 35% percent in a span of less than a year, thanks to the activation that started around the Día de la Estopidad on Oct 18th, and through out single release, pre-order, album release and tour.
- All-time stream peak on album release date.
- The streaming consumption grew up to + 25% in less 8 months (from 750 daily streams to more than 1M).
Key Team Members:
- Domingo Olivo: Head of Marketing
- Maxime Dodinet: Digital Marketing Manager
- Maty Fenoy: Marketing Communications Manager
- Carlos Iglesias: Brand Manager
- Victoria Del Baño & Berta Alegre: Product Managers
- Pedro Aires: Creative Director
- Carlos Casany: Digital Sales & Business Development Manager
- Laura Virgil: DSP Development Manager
- Roberto García: Senior Digital Sales Key Account Manager
- Nus Cuevas: Creative Content Manager
External Agencies or Other Companies:
- Ignacio Mendívil: Web Developer
- Tito Heredia: Manager: Heredia Producciones