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Kali Uchis and Geffen Records
The Client
Total digital impressions
Streaming conversion rate
Total streams generated by the campaign
Kali Uchis is a pop and R&B artist whose successes include critically acclaimed albums and a double platinum single. In 2024, Uchis released her first Latin pop album, ORQUIDEAS. The goal of the campaign for Geffen Records was to introduce her to another audience and welcome this “new era” of her music.
The label wanted to drive streams of new singles and, eventually, the album.
And actually, it wasn’t that much of a challenge. Digital just made sense. Spotify Audio Ads are a great tool to introduce an artist to a new audience and, when the music and targeting are a real match, can really boost overall streams better than any other advertising platform. We saw that firsthand with this campaign.
We ran a combination of YouTube, Instagram and, most importantly, Spotify Audio ads targeting that new Latin pop/reggaeton audience that we courted for this release.
Spotify Audio Ads are a convenient way to target people actively listening to certain artists. We zeroed in on people listening to Karol G, Bad Bunny and similar artists to serve them an audio of Kali telling them about her new music and sharing a link to stream on the platform. We could see how these audiences actively engaged with the stream and whether they were feeling her new music or not.
Spotify shows direct conversion reporting so you can see how many streams users generate after they listen to your ad. We saw pretty quickly that our average conversion rate of 16% was higher than any other advertising platform (clickthrough rates can sometimes average 10%, but not every click converts into a stream — so this was pretty major!).
We did not pursue any formal social media efforts for this campaign, but Uchis has 7.5 million followers on Instagram.
Uchis recorded three different audio liners to promote songs and the album, and those played in ad breaks during listening sessions.
These Spotify Audio ads were played to ad-supported users of Spotify as they listened to one of the artists we targeted.
We had separate campaigns during the album rollout. The earliest single was released in August 2023, and the album campaign ran in January 2024.
The campaign generated 427,716 impressions. We had a 16% streaming conversion rate and of that, the average streams per listener was 8.61.
With such a high stream count per user, which is the number of streams generated from users listening to her music after they heard the ad, we had more streams than impressions on these campaigns — 493,500.
Orquídeas was nominated for Best Latin Pop Album at the Grammys this year and was named Variety’s second-best album of 2024, as well as placed on numerous other publications. It also won Billboard Latin Music Awards’ Latin Pop Album of the Year in 2024 and Latin American Music Awards’ Favorite Pop Album.
Gino Sesto, Founder & CEO, DASH TWO
A 16% conversion rate on advertising is unheard of — the client was absolutely thrilled. This was an example of the music being great and the targeting being correct. 2
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