Objective: Develop a non-traditional public relations campaign targeting young audiences (Generation Z), combining PR with content creators, podcasts and specialist music media.
Context: “Dejavú Tour” (festival circuit) + new music release.
- Connect the duo with a new generation of listeners.
- Translate their career into the codes of contemporary digital and cultural consumption.
- Generate organic coverage in spaces where Gen Z discovers music.
Client: Cali y El Dandee
Service: Public Relations
Markets: ES
Year: 2024
We designed a strategy that integrated traditional PR with digital influence ecosystems, extending the duo’s presence beyond classic music media. The campaign accompanied the “Dejavú Tour 2024” and new music releases with actions via creators, podcasts and digital media where Gen Z discovers culture and entertainment.
DEJAVÚ TOUR 2024 + “TODAVÍA NO”
Objective: Non-traditional PR for young (Gen Z) audiences, combining media, podcasts and content creators.
Results: 70+ media hits across national, local, international, specialist, Latin and digital outlets.
PR in media and podcasts
Virtual interviews ahead of tour dates with target traditional and digital media, organisation of press junkets, management of placements in urban music digital outlets and presence in cultural and entertainment podcasts with a young audience.
Content creator activations
Activations with digital profiles aligned with the Gen Z audience, connecting music, digital culture and entertainment to generate organic reach and conversation.
Podcast: Vaya Vaina
Podcast: Animales Humanos
Selected media hits:
“ÚLTIMO PRIMER BESO” (2025)
Objective: Support the launch of an intimate, introspective single, building a narrative that reflected their artistic and emotional evolution.
The entire campaign was virtual. We sought to have media genuinely engage with the world of the song without physical presence, generating coverage with narrative depth and reinforcing their positioning in Spain.
Virtual Media Listening
An exclusive session with 7 specialist outlets, guided by the artists. They shared the personal backstory of the single and spoke with journalists to enable deeper, more narrative content.
Interview management
Development of news angle and press release, distribution to media, active coverage follow-up and coordination of virtual interviews with target outlets in Spain.
Results: 39+ hits across national, local, specialist, Latin and digital media.
Selected hits:
RESULTS
- 70+ hits (Dejavú Tour 2024) across national, local, international, specialist, Latin and digital media.
- 39+ hits (Último Primer Beso 2025) with a narrative focus and in-depth virtual coverage.
- Reinforced positioning in Spain across music, cultural and entertainment media targeting young audiences.
