YouTube Shorts x Karol G
Fans Showed Their Love with the Contigo Challenge
#KarolGContigo
Overview: A Celebration of Love and Connection
To launch Karol G’s latest single Contigo, we created a short-form content campaign that focused on authentic connection. The #KarolGContigo challenge invited creators to share who or what they always want “contigo” (with them), blending personal storytelling with creative visuals. The campaign ran on YouTube Shorts and Instagram Stories, offering fans a chance to celebrate the song in a personal and relatable way.
Challenge: Personal Connections w/ Short-Form Content
Karol G’s Contigo carries a heartfelt message about closeness and companionship. The challenge was translating that emotion into short-form content without it feeling overly sentimental or staged. We needed creators who could make the concept feel genuine and inspire their audiences to join in.
Solution: A Creator-Led Trend That Focused on Real Stories
We worked with 5 creators known for relatable and emotional storytelling. Each shared their own interpretation of the Contigo message—highlighting partners, friends, family, pets, and even places they always want “contigo.”
By leaning into authenticity, the campaign felt natural and resonated with audiences across both platforms.
Our Results:
The campaign sparked a wave of personal stories, driving both emotional engagement and broad visibility for Karol G’s new single.
5 creators 🎨
5 creators brought the #KarolGContigo message to life through personal stories.
61M+ views 🌟
61 million total views showcased the campaign’s massive visibility.
3M+ Likes 🎉
3.23 million likes demonstrated audience connection and approval.
258M+ Followers
The participating creators had a combined following of 258 million, giving the trend global reach.
3.51% Engagement
A 3.51% engagement rate reflected high audience participation and emotional connection.
554K reached 🤩
554,000 unique viewers engaged with the challenge across Shorts and Stories.
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A Personal and Emotional Trend That Connected with Millions
Creators Made Contigo Feel Personal and Relatable
Each creator took a unique approach, turning Contigo into more than a song—it became a theme for personal storytelling. Whether through montage videos, heartfelt captions, or creative edits, they showed audiences that “contigo” can mean whoever or whatever makes you feel connected.
Contigo Proved the Power of Personal Stories in Music Campaigns
By focusing on personal connection and authenticity, the Contigo campaign created an emotional link between Karol G’s music and her fans. The result was a trend that felt genuine, drove engagement, and strengthened her connection with audiences around the world.
Engineering Social
Engineering Social
DRIVING SOCIAL CONVERSATION AND SENTIMENT IN WAYS THAT WORK.
DON’T WAIT, IGNITE YOUR BRAND.
Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.