Calle 24
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Marketing Playbook

Calle 24

Locked plan CDMX Target 18-29 Edit parameters
69% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
7%
18-24
50%
25-34
36%
35-44
5%
45-64
1%
65-
0%
Gender & Interests
79% Male·21% Female
Top Affinities
Cars & Motorbikes41%
Music23%
Sports21%
Friends, Family & Relationships20%

Fan Concentration — Mexico

1Mexico City
34% of fans
2Guadalajara
14% of fans
3Puebla
12% of fans
4Zapopan
6% of fans
5Monterrey
10% of fans

Recommended Channels

Instagram
15% of audience reach
Reachable: 674.2K
Engagement: 14.1%
Recommended
28%

Highest concentration of target demo. Stories and Reels drive event awareness.

TikTok
16% of audience reach
Reachable: 748.4K
Recommended
29%

Peak virality platform for 18-24. Challenge campaigns drive organic reach.

YouTube
7% of audience reach
Reachable: 323.6K
Recommended
14%

Music-video views build awareness; pre-roll ads for event promotion.

Spotify
62% of audience reach
Reachable: 2.8M
Recommended
29%

Pre-show playlist strategy and Marquee campaigns for ticket-adjacent promotion.

Budget Allocation

100%ALLOCATED
ChannelAllocationRationale
Instagram28%Highest concentration of target demo
TikTok29%Peak virality platform for 18-24
YouTube14%Music-video views build awareness; pre-roll ads for event promotion
Spotify29%Pre-show playlist strategy and Marquee campaigns for ticket-adjacent promotion
Suggested allocation is derived from audience reach and channel priors. Actual budget split should account for campaign objectives, venue capacity, and ticket pricing.

Suggested Brand Partners

C
Chevrolet
19% fan affinity

19% of the fanbase shows affinity with Chevrolet — a natural co-promotion or activation partner.

A
Apple
9% fan affinity

9% of the fanbase shows affinity with Apple — a natural co-promotion or activation partner.

W
Walt Disney
9% fan affinity

9% of the fanbase shows affinity with Walt Disney — a natural co-promotion or activation partner.

F
Ford
8% fan affinity

8% of the fanbase shows affinity with Ford — a natural co-promotion or activation partner.

H
Honda
8% fan affinity

8% of the fanbase shows affinity with Honda — a natural co-promotion or activation partner.

S
Spotify Music
7% fan affinity

7% of the fanbase shows affinity with Spotify Music — a natural co-promotion or activation partner.

Brand suggestions are based on real audience interest data from Chartmetric. Consider approaching 2–3 partners for co-promotion to offset marketing costs and extend reach.

Campaign Insights

Calle 24's audience concentrates in the 18-24 bracket (50%). A social-first push on TikTok and Spotify should drive the highest organic reach. Consider a 6-week window starting 8 weeks out.
Audience skews male (79%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 34% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan