Joan Sebastian
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Marketing Playbook

Joan Sebastian

Locked plan CDMX Target 18-29 Edit parameters
43% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
2%
18-24
21%
25-34
44%
35-44
24%
45-64
8%
65-
0%
Gender & Interests
28% Male·72% Female
Top Affinities
Friends, Family & Relationships40%
Toys, Children & Baby26%
Restaurants, Food & Grocery17%
Travel, Tourism & Aviation17%

Fan Concentration — Mexico

1Mexico City
37% of fans
2Guadalajara
17% of fans
3Puebla
12% of fans
4Zapopan
6% of fans
5Queretaro
8% of fans

Recommended Channels

Instagram
4% of audience reach
Reachable: 349.3K
Engagement: 1.3%
Recommended
21%

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

TikTok
0% of audience reach
Reachable: 38.5K
Recommended
7%

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

YouTube
14% of audience reach
Reachable: 1.1M
Recommended
26%

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

Spotify
82% of audience reach
Reachable: 6.7M
Recommended
46%

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

Budget Allocation

100%ALLOCATED
ChannelAllocationRationale
Instagram21%Highest concentration of target demo
TikTok7%Peak virality platform for 18-24
YouTube26%Music-video views build awareness; pre-roll ads for event promotion
Spotify46%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
16% fan affinity

16% of the fanbase shows affinity with Walt Disney — a natural co-promotion or activation partner.

A
Apple
7% fan affinity

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

S
Starbucks
6% fan affinity

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

S
Spotify Music
5% fan affinity

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

C
Cafecito
4% fan affinity

4% of the fanbase shows affinity with Cafecito — a natural co-promotion or activation partner.

D
DC Entertainment
4% fan affinity

4% of the fanbase shows affinity with DC Entertainment — 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

Joan Sebastian's audience concentrates in the 25-34 bracket (44%). A social-first push on Spotify and YouTube should drive the highest organic reach. Consider a 6-week window starting 8 weeks out.
Audience skews female (72%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 37% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan