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Marketing Playbook

Maná

Locked plan CDMX Target 18-29 Edit parameters
42% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
2%
18-24
20%
25-34
45%
35-44
26%
45-64
8%
65-
0%
Gender & Interests
33% Male·67% Female
Top Affinities
Friends, Family & Relationships47%
Toys, Children & Baby27%
Travel, Tourism & Aviation26%
Music25%

Fan Concentration — Mexico

1Mexico City
56% of fans
2Puebla
12% of fans
3Guadalajara
21% of fans
4Gustavo Adolfo Madero
11% of fans

Recommended Channels

Instagram
11% of audience reach
Reachable: 1.2M
Engagement: 1.1%
Recommended
27%

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

TikTok
3% of audience reach
Reachable: 365.8K
Recommended
14%

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

YouTube
26% of audience reach
Reachable: 2.9M
Recommended
29%

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

Spotify
59% of audience reach
Reachable: 6.4M
Recommended
30%

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

Budget Allocation

100%ALLOCATED
ChannelAllocationRationale
Instagram27%Highest concentration of target demo
TikTok14%Peak virality platform for 18-24
YouTube29%Music-video views build awareness; pre-roll ads for event promotion
Spotify30%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
13% fan affinity

13% of the fanbase shows affinity with Walt Disney — a natural co-promotion or activation partner.

A
Apple
6% fan affinity

6% of the fanbase shows affinity with Apple — 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.

D
DC Entertainment
5% fan affinity

5% of the fanbase shows affinity with DC Entertainment — 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.

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

Maná's audience concentrates in the 25-34 bracket (45%). 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 (67%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 56% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan