INFINITUM FEST is an online platform dedicated to the organization and broadcast of virtual concerts and festivals. Situated in the Metaverse, it offers an immersive experience where users can enjoy live music through personalized avatars. The platform hosts both emerging singers and established artists, such as Mala Rodríguez.

Campaign Objective

Infinitum Fest contacted us with the goal of building a solid follower base on their official TikTok account, focusing on attracting a new audience, especially Generation Z. With this objective in mind, we designed an influencer marketing campaign with two main goals:

1. Increase brand awareness by collaborating with 17 micro and macro influencers who would bring credibility and trust.
2. Attract a niche audience (music lovers) through a unique value proposition: the development of a Talent Show, a virtual contest for singers with innovative projects.

Campaign Strategy

The campaign, which lasted five months, was divided into three phases:

1. Branded Content:

We selected two profiles aligned with the brand (@lazypopa, a Spanish streamer, and @gemmaperez95, a TikToker) to create 16 pieces of content on Infinitum Fest’s official TikTok. The goal was to entertain and inform about the platform’s functionality.

Additionally, we conducted an analysis of trends and best practices in the sector to enrich the account with valuable content, focusing both on entertainment and education about the platform (e.g., explaining what it is, how to download it, and how to create avatars).

2. Talent Show – Casting:

Following a strategy based on the Catch-Connect-Close model, we designed the structure of the Talent Show, inspired by contests like Operación Triunfo (“Fame Academy” in UK) (whose new edition was happening during our campaign dates):

– CATCH: We activated 12 new profiles aligned with the brand to announce the launch of the Talent Show casting on TikTok, encouraging their communities to participate and sharing vocal tips. The influencers included participants from Operación Triunfo 2018 in Spain, singers, and vocal coaches. During the two months of casting, participants had to upload a video of themselves singing, add the hashtag #TalentInfinitumFest, and follow the brand’s account to participate in the contest.

– CONNECT: In parallel with the casting, we developed a content strategy that highlighted emerging music.

– CLOSE: To keep the audience engaged, we included a jury, attractive prizes, content from the semifinalists, and live streams on Twitch.

Throughout the campaign, we created various types of content, including explanatory videos, giveaways, tutorials, gameplay, memes, interviews, and content about the competition phases. The best content was then boosted with Paid Media.

3. Talent Show – Semifinal and Final:

For the live broadcast of the Talent Show’s semifinal and final, we collaborated with two renowned streamers, @DessT3 and @Rioboo, encouraging their communities to download the platform.

From the 141 video submissions received on TikTok from emerging talents, the jury selected 6 semifinalists. During the semifinal recording, vocal coaches advised the participants. The public, through voting, chose the 3 finalists.

The jury was composed of three professionals from the music industry: Paula Naval (artistic director of Infinitum Fest and festival founder), Ismael del Amo (vocal coach, composer, and musician), and Caverg (urban artist).

The final was full of prizes and surprises. The jury scored the 3 finalists, awarding a prize of €2,000 for first place, €1,000 for second, and €500 for third.

Results and Conclusion

At the end of the campaign, the achievements were significant: over 14,000 new followers on TikTok and over 5,000 new users registered on the platform. Additionally, 196 pieces of content were generated under the hashtag #TalentInfinitumFest on TikTok, reaching 2 million impressions. The influencers generated 89 additional pieces of content, resulting in 1 million impressions. Thus, the campaign not only achieved its initial objectives but also established Infinitum Fest as a reference at the intersection of music, technology, and entertainment in the Metaverse.

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