Vibra Urbana

Vibra Urbana proved that there was an untapped market for large-scale Reggaeton events in the US but needed help implementing a comprehensive marketing and social media strategy to expand its festivals across the country.


Friends of Friends analyzed existing data and identified key demographics used to shape a targeted content and ad buying strategy. We then developed a consistent marketing timeline that fueled the social media calendar in order to continuously push sales and emphasize the experience. We launched Vibra Urbana on TikTok and created platform-specific content based on trends and brand performance. We also set up Vibra Urbana on Hive, a top CRM platform for live events, to push SMS and Email blasts to fans.  At the events we built an on-site media team to capture content to create an arsenal for future marketing campaigns, as well as deliver and post content in real-time.


As result of the new marketing efforts the brand produced 4 sold out festivals over 12 months and sold in excess of 100,000 festival tickets. Additionally, the new marketing system put in place by Friends of Friends has enabled future festival growth and allowed for the planning of an increased number of events next year. 

Services Provided

Marketing Strategy
Social Media Management
Content Creation
Digital Marketing
Out of Home Deployment
Street Team Marketing
On Site Media + Real Time Delivery
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