Calle 24
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Marketing Playbook

Calle 24

Locked plan CDMX Target 18-29 Edit parameters
68% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
8%
18-24
50%
25-34
36%
35-44
5%
45-64
1%
65-
0%
Gender & Interests
78% Male·22% Female
Top Affinities
Cars & Motorbikes40%
Music25%
Sports22%
Friends, Family & Relationships22%

Fan Concentration — Mexico

1Mexico City
33% of fans
2Guadalajara
14% of fans
3Puebla
12% of fans
4Monterrey
10% of fans
5Zapopan
6% of fans

Recommended Channels

Instagram
15% of audience reach
Reachable: 662.6K
Engagement: 13.6%
Recommended
28%

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

TikTok
17% of audience reach
Reachable: 737.0K
Recommended
29%

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

YouTube
7% of audience reach
Reachable: 310.1K
Recommended
14%

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

Spotify
61% of audience reach
Reachable: 2.7M
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
17% fan affinity

17% 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
8% fan affinity

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

S
Spotify Music
8% fan affinity

8% of the fanbase shows affinity with Spotify Music — 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.

N
Nike
8% fan affinity

8% of the fanbase shows affinity with Nike — 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 (78%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 33% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan