Elisa Enriquez
MUSB 300-01
Marketing and Promotion Campaign Strategy Final Project
Marketing and Promotion Campaign Strategy Final Project for NECIA by Tiare
This is the proposal for a marketing and promotion campaign strategy for NECIA, the new album by emerging Latin alternative pop artist Tiare The purpose of this campaign is to build real connection, create organic engagement, and use digital platforms in a way that feels authentic both to Tiare and to the audience that naturally gravitates toward her music The strategy is built around the emotional honesty in the album, the unique fusion of sounds she uses, and the very modern yet intimate tone of her overall brand.
I. Album Description
Album name: NECIA
Artist: Tiare
NECIA is an alternative pop album with Latin influences, soulful vocals, and touches of indie electronica. The whole album revolves around Tiare’s coming-of-age journey, but in a way that doesn’t sugarcoat anything. She talks about feelings people usually don’t say out loud, things that can feel taboo or uncomfortable, especially around family, relationships, guilt, and the complicated parts of growing up.
One of the most important aspects of the album is how raw and straightforward Tiare is in her lyrics. She doesn’t hide behind metaphors or pretend everything is pretty. She says things exactly how she feels them. When you combine that level of honesty with a fusion of traditional Latin instruments and modern electronic production, you end up with a sound that feels both very modern and still deeply very personal. This rawness gives the album a lot of potential for
people to connect with Tiare right away From a branding and promotion perspective, this is huge, because it becomes very easy to create a visual identity and social media content that mirrors her authenticity Many sections of her songs can be used directly on platforms like TikTok and Instagram reels where young audiences love to share relatable, emotional content with one another
For the branding of NECIA, the tone will be dreamy but confident, something soft but still bold
The visual aesthetic uses contrasting colors: a lightness (white tones, bright lighting) to represent the dreamy and intimate side of the album, and a striking red to represent the boldness and raw confidence that ties directly into the meaning of the album title Necia (“stubborn”)
The concept is:
“Modern yet intimate, soft but unapologetic, vulnerable yet self-assured.”
This visual identity will carry across all digital platforms, music videos, photoshoots, and promotional content
II. Description of strategy
The strategy for promoting NECIA focuses heavily on TikTok and Instagram, since our target audience is around the ages 16–35, and its common for these teenager and young adults to discover and share new music mostly through these platforms This audience loves relatable content, aesthetic edits, lyric videos, and anything that can be easily shared
To maximize engagement, we selected five songs from the album and pulled out short, strong, emotionally charged lyric sections specifically designed for TikTok and Reels These clips are
ideal for lip-sync trends, POV videos, and storytelling, all of which are major drivers of organic engagement
TikTok is the heart of this campaign We are basing the rollout on the lipcycling trend, where people record themselves lip-syncing powerful lyrics while showing an outfit, makeup look, or simply expressing something emotional or relatable This trend already works extremely well for emerging artists, and NECIA has the perfect type of lyrics for it
Our plan includes:
● posting regular videos using the selected lyric sections
● reaching out to a wide range of Latin American influencers, encouraging them to support an emerging artist if they genuinely like
● building organic, personal relationships, not paid partnerships
● also reaching out to fitness studios (cycling, barre, Pilates) where upbeat or emotional Latin fusion tracks fit naturally into class playlists
The intention is to keep everything feeling real Authenticity is extremely important to both Tiare and her team and therefore we will not be offering money to these influencers, our goal is to simply reach people who can find a personal connection to the music and Tiare
Instagram will support TikTok by :
● posting Reels with the same lyric clips
● using a consistent dreamy + bold color palette
● sharing behind-the-scenes photos
● posting story countdowns for release
● doing Q&A or AMA sessions for engagement
Lyric Sections Selection for TikTok/Reels
aburrida ( min 0:22 )
Se que es estupido volverte a contestar
pero me gusta recordar,
Y es injusto que me pidas que no te persiga cuando todavía te apareces en mi visa cuando te da la gana, cuando estas aburrida
Es que, a tus espaldas te llamo egoísta,
Pero te abro la puerta cada vez que me visitas
Y te la terias de lista, pero ya todos saben tus mentiras
alegre min ( 1:52 - 2:30 )
Tu no puedes sentirte mal porque todo lo tienes
Tu no puedes, puedes llorar porque tu eres alegre
Ahora resulta son todos expertos, nunca me han visto cuando me despeino
bored
I know it’s stupid to answer you again, but I like remembering
And it’s unfair for you to ask me not to chase you when you still show up in my life whenever you feel like it, whenever you’re bored
Behind your back I call you selfish, but I still open the door every time you show up
And you act like you’re clever, but everyone already knows your lies
cheerful
You can’t feel sad because you have everything.
No, you can cry because you’re cheerful.
Now suddenly everyone’s an expert, they’ve never seen me when my hair’s messy
malas mañas 1:23 - 1:49
Honestamente fuck la universidad
bad habits
Lo hice para complacer a mis papás
De lo que me alejaban me sobraba alla
De lo que me alejaban ahora es mi lugar
Y que hijueputa todo lo que siento después de esto ya no tengo más secretos
Chimbo que te quieran por tus reconocimientos
Y no por lo que llevas dentro
reservas para dos ( 0:54 - 1:16)
Y no es por ser superficial pero ya revise
Si nos tomamos fotos salimos demasiado bien
Podría ser la que le de celos a tu ex
Pudiéramos ser la pareja mas cliche
Honestly, fuck college I did it just to please my parents Everything they wanted to keep me away from was everywhere there, and everything they pushed me toward is now what I’m running from.
And damn, everything I’m feeling after this I don’t have any secrets left It sucks when people love you for your achievements and not for who you are inside
reservation for two
And it’s not to be superficial, but I already checked if we took pictures together, we’d look way too good
I could be the one who makes your ex jealous
We could be the most cliché couple ever
necia ( min 1:26)
Porque mis amigas me quitan el Telefono cuando salimos
Porque saben que me pongo necia cuando tomo y no estoy contigo
Ay, que peligro
necia ( min 1:39 )
Ya no puedo llamarte, ya no tiene sentido
Y aunque me quede como si nada
stubborn
Because my friends take my phone away when we go out, because they know I get stubborn when I drink and I’m not with you God, what a danger
I can’t call you anymore, it doesn’t make sense
And even if I act like nothing’s wrong,
Cuando te veo le echo ganas
Para que cuando me veas
No se me note en la cara
when I see you I try my best so that when you look at me, you can’t see it written all over my face.
necia ( min 2:10 )
Porque yo te daba todo y tú nunca pedías nada
Tu me confundiste y yo me pase de la raya
Y por eso te pido perdon
Porque termine algo que nunca empezó
Que nunca empezó que nunca existió
Because I gave you everything and you never asked for anything
You confused me, and I crossed the line
And that’s why I’m apologizing because I ended something that never even started, that never started, that never even existed
III Sample Copy Ideas
A “Blurb” Mock message to send out to influencers
Hey [ name of influencer],
I just released my new album, NECIA, and I think you might vibe with it It’s all about feelings we don’t really talk about, love, family, guilt, growing up, and I tried to make it really honest and raw
The sound mixes alternative pop, Latin influences, and electronic touches
I'm hoping that people can really resonate and relate to my lyrics and would love it if you gave it a listen If it speaks to you, maybe you could create something with it or just share it with your followers It would mean a lot to me!
B Ad Copy ( for instagram ads)
“Dreamy Bold NECIA
The new album by Tiare - out now”
C. Social Media Posts (Samples for captions)
1. Instagram Post:
NECIA is finally here. This album holds everything I never said out loud. I hope you hear a piece of yourself in it. ♥
#Necia #TiareMusic #NewMusicFriday
2. TikTok Video:
[Clip from “Malas Mañas”]
POV: When you realize half the things you did weren’t even for you they were for everyone else.
Use this sound if you’ve ever felt it.
#Necia #LatinIndie #RelatableLyrics
3. Instagram Story:
✨ 2 days until NECIA ✨
Pre-save now and join me for the release ♥
VI. Digital Media Targets
● Spotify playlists: New Music Friday, Indie Pop, Latin Fusion
● TikTok creators and influencers ( lifestyle, fashion, music, lipsync, other artists )
● Blogs: Indie music blogs, Latin culture magazines, pop culture websites
V. Success criteria
The success of the NECIA marketing campaign will be measured through a combination of quantitative and qualitative metrics
- Streaming numbers on platforms like Spotify, Apple Music, and YouTube will serve as a primary indicator of how widely the album is being listened to and shared
- Social media engagement: including likes, shares, comments, and hashtag usage (#NECIA, #TiareMusic), will help measure how well the audience is connecting with the music and content, as well as how effectively the campaign inspires user-generated content, particularly on TikTok and Instagram.
- Pre-saves and downloads of the album will provide insight into audience anticipation and commitment to the release.
- Press mentions and influencer coverage will indicate the campaign’s reach beyond existing audiences and reflect Tiare’s growing visibility and credibility in the music industry Together, these metrics will provide a holistic picture of the campaign’s effectiveness in both building awareness and creating meaningful audience engagement