Maluma
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Marketing Playbook

Maluma

Locked plan CDMX Target 18-29 Edit parameters
58% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
6%
18-24
36%
25-34
43%
35-44
12%
45-64
3%
65-
0%
Gender & Interests
33% Male·67% Female
Top Affinities
Friends, Family & Relationships42%
Clothes, Shoes, Handbags & Accessories29%
Travel, Tourism & Aviation25%
Toys, Children & Baby25%

Fan Concentration — Mexico

1Mexico City
82% of fans
2Guadalajara
18% of fans

Recommended Channels

Instagram
42% of audience reach
Reachable: 36.9M
Engagement: 1.6%
Recommended
42%

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

TikTok
10% of audience reach
Reachable: 8.8M
Recommended
20%

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

YouTube
21% of audience reach
Reachable: 18.0M
Recommended
21%

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

Spotify
28% of audience reach
Reachable: 24.3M
Recommended
17%

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

Budget Allocation

100%ALLOCATED
ChannelAllocationRationale
Instagram42%Highest concentration of target demo
TikTok20%Peak virality platform for 18-24
YouTube21%Music-video views build awareness; pre-roll ads for event promotion
Spotify17%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

W
Walt Disney
14% fan affinity

14% of the fanbase shows affinity with Walt Disney — a natural co-promotion or activation partner.

A
Apple
10% fan affinity

10% of the fanbase shows affinity with Apple — a natural co-promotion or activation partner.

N
Nike
7% fan affinity

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

A
Adidas
6% fan affinity

6% of the fanbase shows affinity with Adidas — a natural co-promotion or activation partner.

S
Starbucks
5% fan affinity

5% of the fanbase shows affinity with Starbucks — a natural co-promotion or activation partner.

T
Travelgram
4% fan affinity

4% of the fanbase shows affinity with Travelgram — 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

Maluma's audience concentrates in the 25-34 bracket (43%). A social-first push on Instagram and YouTube should drive the highest organic reach. Consider a 6-week window starting 8 weeks out.
Audience skews female (67%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 82% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan