From a music release to a campaign that reached audiences across Brazil.

Content, distribution, paid media, influence and regional activations connected to expand discovery and sustain the release across platforms.

Challenge

Turn the release of Trauma de Rolê into a campaign capable of driving discovery, audience growth and circulation across channels and regions of Brazil.

Scope

Launch strategy, social media, paid media, influencers, YouTube, Spotify, music platforms and radio activation.

Impact

2M+ Instagram views, 1M+ YouTube views and activations across more than 16 Brazilian states.

The transformation

Paulinha & Adriano

Content, distribution, paid media, influence and regional activations connected to expand discovery and sustain the release across platforms.

A song needed to become a conversation

The strategy was built to put Trauma de Rolê into circulation, create multiple reasons for people to discover the release and expand its audience throughout the campaign.

Content and media driving audiences to the song

We led the social media strategy and coverage, connecting organic content to paid media designed to drive listeners to Spotify, YouTube and other music platforms.

More than 2 million Instagram views

The content and distribution strategy surpassed 2 million views on Instagram. On YouTube, Trauma de Rolê exceeded 1 million views.

What if everyone had a “Trauma de Rolê” story?

We created an activation with more than 15 influencers, including Marcus Cirillo and Renato Sertanejeiro, inviting each participant to share stories inspired by the song’s concept.

From digital channels to regions across Brazil

Radio activations took Trauma de Rolê to more than 16 Brazilian states, expanding the duo’s presence across different markets and audiences.

A campaign that did not depend on a single channel

Social media drove discovery, influencers expanded the conversation, paid media directed audiences, platforms concentrated consumption and radio expanded regional reach.