Candelita (Jose Iglesias)

PROJECT

'OMG' Single Promotion

SERVICES DELIVERED

Press, Influencer Campaign, Music Video Promo

COUNTRY

USA

DATE

June 2024

MPT Agency & Candelita’s “OMG” release – A Chart-Topping Success

In 2024, MPT Agency joined forces with Candelita (José Iglesias of the New York Mets now with San Diego Padres) to transform his single OMG into an international sensation. By leveraging a multi-layered marketing and promotional strategy, including global advertising, PR outreach, playlist targeting, and a high-profile remix with Pitbull, OMG achieved phenomenal success across streaming platforms, radio, and charts. 

With 124 days on iTunes Latin USA charts, hitting No. 1 twice, and significant global traction, this campaign highlights MPT Agency’s expertise in taking a song from release to enduring relevance.

Phase 1: Pre-Release and Latin American Algorithmic Activation

Introduction

The campaign’s initial phase was designed to establish OMG’s presence in Latin America, a critical market for a bilingual song. The goal was to capitalize on Spotify’s algorithms to increase streaming activity, ensuring OMG reached curated playlists and discovered audiences organically.

Execution

Global Advertising Across Platforms:

MPT Agency launched targeted ad campaigns on Spotify, YouTube, and Apple iTunes in key Latin American countries, including Colombia, Mexico, Chile, and Argentina. Ads were designed to generate high click-through rates (CTR), boosting algorithmic visibility.

  • In just the first month, Spotify ads reached 9.2 million users, generating over 14.9 million impressions, with CTRs averaging 2.35%.
  • YouTube campaigns achieved 1.29 million impressions in July alone, with a strong view rate of 51%.

Localized Targeting:

By analyzing listener data, the team targeted cities like Bogotá, Medellín, and Santiago, which quickly became streaming hotspots. Bogotá, for instance, hit a peak monthly listener count of 25,683.

Early Outcomes

  • Spotify streams surged, reaching 502,255 all-time streams by opening week.

Monthly listeners in Latin America increased 908.8% in the first few weeks, laying the foundation for cross-border success.

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Phase 2: U.S. PR Expansion and Streaming Growth

Objective

Following the success in Latin America, the next phase of the campaign focused on breaking into the U.S. market. MPT Agency collaborated with Candelita’s PR and social media teams (including coordination with the New York Mets) to craft a compelling narrative while driving streaming and listener growth through targeted PR and digital ads.

Execution

1. High-Impact Media Coverage

MPT secured major press placements in prominent outlets, including:

    • Billboard: Highlighting OMG as Candelita’s debut chart-topping single.
    • Forbes: Discussing Candelita’s transition from baseball to music.
    • Rolling Stone: Showcasing the music video release and its creative vision.

Amazin’ Avenue: Engaging Mets fans by tying the release to José Iglesias’ sports stardom.

2. Streaming Platform Integration

  • YouTube ads generated sustained engagement, with 2.3 million impressions and 533,000 views by month 1.
  • Spotify streams continued to grow, crossing 3,000,000 all-time streams by campaign end.
  • YouTube climbed to 4.5M views by the end of MPT’s mandate
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3. Radio Expansion:

MPT pushed OMG to radio stations across key U.S. and Latin American markets, securing plays on 35 stations in the U.S., including high-profile cities like New York, Miami, and Los Angeles. This grew to over 3200 plays across North America and Europe.

4. Performance Metrics

  • The song entered the iTunes Latin USA Chart on June 28, remaining for 124 days, peaking at No. 1.
  • OMG also reached No. 17 on the overall U.S. Music chart, spending 11 days among the top-ranked songs.

Phase 3: Pitbull Remix & Sustained Momentum

Objective

To maintain momentum and reignite interest, MPT Agency coordinated a high-profile remix featuring Pitbull. This re-release not only brought the song back to No. 1 but also expanded its reach to new demographics and platforms.

Execution

1. Collaboration and Remix Launch:

  • MPT facilitated the collaboration between Candelita and Pitbull, ensuring a seamless rollout for the remix.
  • A music video for the remix was launched with teasers across Instagram and YouTube, capitalizing on Pitbull’s massive audience.

2. Playlist and Chart Reintegration:

 

    • The remix re-entered Spotify playlists in both Latin American and U.S. markets.
    • iTunes placements in global categories such as Pop in Spanish ensured continued streaming activity.

3. Radio and Digital Push:

  • With MPT’s efforts, the remix secured increased airplay, including repeat plays in France, Spain, and Venezuela.
  • Radio plays across 252 stations in Europe and consistent spins in France and the U.S. demonstrated the campaign’s global reach.

Results

  • The remix helped OMG return to No. 1 on the Billboard Latin chart, solidifying its status as a crossover hit.
  • Engagement on YouTube spiked, with an additional 765,000 views within a week of the remix release.

More Key Achievments

    1. Spotify Metrics:
      • Monthly Listeners: Peaked at 138,469, driven by targeted ads and playlist placements.
    2. iTunes Performance:
      • Charted on iTunes Latin USA for 124 days, peaking at No. 1.
      • Entered multiple global iTunes charts, including Latin Canada (#5) and Latin Germany (#8).
    3. YouTube Ads:
      • Impressions: 5.3 million, with a consistent 51% view rate.
      • Views: Surpassed 3,533,000 during the campaign period.