After first collaborating with the Black Eyed Peas on the Where Is The Love Remix for the 2020 election, and again in 2021 for the Latin American Music Awards, the group reached out to Social Revolt this year to launch a powerful, globally-focused campaign for their track Tonight with Becky G and El Alfa from the Bad Boys: Ride or Die soundtrack. With the goal of capturing worldwide attention, driving awareness, and increasing link clicks, Social Revolt developed a comprehensive cross-channel strategy. Harnessing the song’s energy, they delivered cohesive messaging across major digital and social platforms, connecting with diverse audiences.
The Approach
Social Revolt crafted a tailored global omni-channel strategy for the Black Eyed Peas, reaching a targeted audience of 19 million impressions. By identifying high-converting segments through browsing interests, content engagement, and geographic insights, the team leveraged natural language processing to index millions of pages weekly, pinpointing individuals with strong intent to engage and convert.
To maximize reach, Social Revolt implemented a multi-channel strategy that extended the campaign across Display, CTV, Meta, and YouTube advertising in eight countries and six languages. Leveraging multiple channels, the campaign moved beyond a one-dimensional approach to engage audiences on their preferred platforms. Adding video ads boosted reach by 15.9% over a display-only campaign, while connected TV (CTV) added another 2.12%, enabling Tonight to connect with a wider, more engaged audience.
The Results
The campaign surpassed initial goals, exceeding forecasts by 233.9% and link clicks by 1,178%, highlighting the strong engagement intent, strategic ad placement and diverse in-language creative.
In addition to surpassing established goals, the campaign achieved lower-than-expected CPMs and CPCs across several platforms, especially on Youtube where CPMs were 89% lower than forecasted.
Colombia, Mexico, and Brazil delivered exceptional results, with low cost-per-views (CPV) and high click-through rates (CTR), positioning these markets as both high-reach and cost-effective. A diverse mix of creative assets also minimized ad fatigue, maintaining low frequency rates, which further strengthened CTR and reduced CPC.
Key Wins
- 19 Million Addressable Impressions
- 600K Link Clicks
- 4.5 Million Video Views
- Average 98% Video Completion Rate
“Social Revolt has been an incredible partner in taking Tonight worldwide. Their ability to craft a global, multi-channel strategy that authentically connected with our diverse audience base is unmatched. The results speak for themselves—millions of impressions, exceptional engagement, and an unforgettable launch for Tonight. We’re thrilled to collaborate with a team that shares our passion for pushing creative boundaries and delivering meaningful impact on a global scale.” – The Black Eyed Peas Management Team
The campaign highlighted Social Revolt’s expertise in delivering impactful, multicultural results on a global scale. By leveraging a diverse range of digital channels, the agency successfully engaged millions of listeners while generating intrigue and excitement for Tonight. Through strategic targeting and a comprehensive presence across Meta, Display, YouTube, and CTV platforms, Social Revolt achieved a cost-effective and dynamic reach in eight key regions: Colombia, Mexico, Brazil, the USA, Canada, France, Italy, and Germany.
With an audience-first approach and a mix of dynamic creative assets, the campaign maintained high engagement levels while minimizing audience fatigue. The collaboration between Social Revolt and the Black Eyed Peas expanded the group’s global reach and set the stage for future music marketing campaigns on an international scale.
Get in touch with the team now for your next global campaign.
