Peso Pluma
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Marketing Playbook

Peso Pluma

Locked plan CDMX Target 18-29 Edit parameters
62% of the audience falls within your 18-29 target

Fan Demographics — Instagram Audience

Age Distribution
13-17
5%
18-24
40%
25-34
44%
35-44
9%
45-64
2%
65-
0%
Gender & Interests
75% Male·25% Female
Top Affinities
Music34%
Cars & Motorbikes29%
Clothes, Shoes, Handbags & Accessories24%
Friends, Family & Relationships22%

Fan Concentration — Mexico

1Mexico City
39% of fans
2Puebla
14% of fans
3Guadalajara
14% of fans
4Zapopan
6% of fans
5Monterrey
10% of fans

Recommended Channels

Instagram
25% of audience reach
Reachable: 10.0M
Engagement: 3.5%
Recommended
34%

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

TikTok
15% of audience reach
Reachable: 5.9M
Recommended
25%

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

YouTube
15% of audience reach
Reachable: 5.8M
Recommended
18%

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

Spotify
45% of audience reach
Reachable: 18.0M
Recommended
23%

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

Budget Allocation

100%ALLOCATED
ChannelAllocationRationale
Instagram34%Highest concentration of target demo
TikTok25%Peak virality platform for 18-24
YouTube18%Music-video views build awareness; pre-roll ads for event promotion
Spotify23%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

S
Spotify Music
15% fan affinity

15% of the fanbase shows affinity with Spotify Music — a natural co-promotion or activation partner.

A
Apple
11% fan affinity

11% of the fanbase shows affinity with Apple — a natural co-promotion or activation partner.

C
Chevrolet
10% fan affinity

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

W
Walt Disney
10% fan affinity

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

N
Nike
6% fan affinity

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

F
Ford
5% fan affinity

5% of the fanbase shows affinity with Ford — 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

Peso Pluma's audience concentrates in the 25-34 bracket (44%). A social-first push on Instagram and TikTok should drive the highest organic reach. Consider a 6-week window starting 8 weeks out.
Audience skews male (75%). Lean into brand activations and co-branded content that match this demographic to extend reach beyond the core fanbase.
Mexico City holds 39% of the Mexico fanbase — concentrate spend there for this show.

Campaign Action Plan