Sony Music Latin · 2011 & 2014 · Album launches · street marketing
Romeo SantosFórmula, Vol. 1 & Vol. 2
Sony Music Latin partnered with LMP to launch Fórmula, Vol. 1 — Romeo Santos' debut solo album, released in November 2011 — through a targeted online campaign aimed at his core Latin and urban audiences.
Sony brought LMP back for the digital campaign on Fórmula, Vol. 2 in 2014.
What we did
- Multi-platform promotion across social media, email lists, the DJ pool and music portals
- Organic push through LMP's influencer network and content syndication
- Singles amplified across IAMLMP, SoundCloud, YouTube and live DJ support
- Street marketing in key urban markets: flyer teams and custom vehicle wraps
How the albums performed
The record's own public results, for context. They belong to the artist and the label, and many hands move a record — each line links to its source.
- Fórmula, Vol. 1: #1 on Billboard Top Latin Albums for 17 weeksBillboard
- Fórmula, Vol. 1: #1 on Billboard Tropical Albums for 33 weeksBillboard
- Fórmula, Vol. 1: the #1 Latin album of 2012 in the USBillboard
- Fórmula, Vol. 1: Top Latin Album at the 2012 Billboard Music AwardsThe Hollywood Reporter
- Fórmula, Vol. 1: 24× Platinum (Latin) in the USRIAA
- Fórmula, Vol. 2: debuted at #5 on the Billboard 200 with 85,000 copies in its first weekBillboard
- “Odio” (feat. Drake): 13 straight weeks at #1 on Billboard Hot Latin SongsBillboard
- “Propuesta Indecente”: 86× Platinum (Latin) in the USRIAA
- “Odio”: 61× Platinum (Latin) in the USRIAA
From the campaign
