Rosalía — Driving “La Perla” Into a Global Hit
For Rosalía’s highly anticipated LUX album, “La Perla” needed a surge of culturally aligned UGC to spark momentum across key Spanish-speaking markets.
NuWave was brought in for scale — and for our ability to rapidly test, adapt, and iterate on creative directions as they emerged in real time.
Campaign Evolution
The campaign launched by igniting early momentum through high-volume, culturally relevant UGC. As new creative angles surfaced organically, NuWave adapted instantly — activating 75+ creators per wave in under 72 hours, with the majority posting within the first 24–48 hours.
Overall Performance
242
TOTAL CREATORS
$0.89
BLENDED CPM
49.9M
TOTAL VIEWS
TARGET
SPAIN, MEXICO, ARGENTINA, CHILE
3.94M
TOTAL LIKES
LANGUAGE
SPANISH
Phase Breakdown
Phase 1: Rise Above
Turning hate comments into pearls — a visual metaphor for rising above criticism.
Performance
71 creators • 21.6M views • 1.9M likes
CPM
$0.77
Flight Dates
11/15/2025 – 11/24/2025
Phase 2: Check & Cross
Lyrics paired with everyday moments — pets, partners, real life.
Performance
75 creators • 7.5M views • 435K likes
CPM
$1.46
Flight Dates
11/23/2025 – 11/26/202
Phase 3: Family Vibes
Playfully signaling that listeners are already part of the family.
Performance
96 creators • 20.8M views • 1.6M likes
CPM
$0.80
Flight Dates
12/6/2025 – 12/12/2025
