From a Viral Reaction Video to a stage performance at Anime Friends Brazil

How We Expanded WOLF HOWL HARMONY’s Presence in Brazil Through Media PR, Social Media, and Event Management

It all started with one viral reaction video.

Between September 13 and 28, 2025, WOLF HOWL HARMONY gained 2,557 new Spotify listeners in Brazil, with the daily average of new listeners surging more than 11-fold, from 13 to 160. This spike coincided with a reaction video by Batata, a prominent Brazilian creator known for reacting to new music and trending content.

Building on this initial momentum, we combined digital advertising campaigns, localized social media content, and influencer collaborations to steadily grow the group’s Spotify audience and strengthen its presence in Brazil. A key driver of this strategy was GHEE’s personal connection to the country, which helped establish an authentic cultural link with local audiences. Over time, these efforts helped pave the way for WOLF HOWL HARMONY to perform at Anime Friends in São Paulo in July 2026.

From Positive Fan Sentiment to 30,000 Monthly Listeners

Following the strong response to the initial Batata collaboration and the broader KOL campaign, we partnered with Batata again, alongside other Brazilian creators, to promote WOLF HOWL HARMONY’s song “Gachi Funk.” Featuring Portuguese lyrics and Brazilian cultural influences in both its sound and music video, the track provided a natural opportunity to deepen the group’s connection with local audiences.

Across 15 Brazilian KOLs, the campaign generated 4 million views and 270,000 engagements, including 250,000 likes, 3,700 comments, 3,200 shares, and 13,500 saves. These results demonstrated strong audience interaction and content resonance.

The campaign’s localized elements—including Brazilian funk influences, Portuguese lyrics, and cultural references such as fandango in the music video—helped drive engagement, user-generated content (UGC), and broader reach. Beyond the numbers, the campaign sparked cultural conversations, inspired memes, and generated comments from fans expressing their hopes of seeing the group perform in Brazil.

Digital advertising further reinforced these efforts, helping grow the group’s Spotify audience to 30,000 monthly listeners at its peak. Around this time, the Anime Friends team approached WOLF HOWL HARMONY with an invitation to perform in São Paulo—marking a significant step from building an online following to creating an opportunity for in-person engagement.

From Digital Momentum to the Anime Friends Stage

For WOLF HOWL HARMONY, the trip to Brazil was about more than performing onstage. The goal was to maximize the group’s visibility through media exposure, social media engagement, and collaborations with local artists and creators. Working alongside CrowdArts PR, we helped develop the strategy and coordinate activities to make the most of the visit.

The trip further strengthened WOLF HOWL HARMONY’s presence in Brazil. Alongside a well-received performance at Anime Friends, the campaign secured 151 media placements, reaching a potential audience of more than 162 million through pre- and post-event PR efforts.

We also arranged 12 media interviews in São Paulo, including opportunities with leading outlets such as Billboard Brasil, Capricho, and Rádio Disney, as well as a commentary video for MTV Brazil. The group’s collaboration post with Meta to promote their latest release “Koko ni Iru” also garnered more than 11 million views, and strengthened WOLF HOWL HARMONY's relationship with Meta while creating new opportunities for future collaborations and platform growth.

In collaboration with the Anime Friends team, we additionally secured local television coverage on Domingo Espetacular. The segment featured GHEE reuniting with family members living in São Paulo, highlighting his personal ties to Brazil and adding a compelling human-interest angle to the group’s visit.

To extend the impact beyond traditional media, we coordinated strategic collaborations between WOLF HOWL HARMONY, Brazilian artist Isa Buzzi, and seven KOLs. The resulting content was designed to engage the group’s existing fanbase while introducing its music and personalities to new audiences across entertainment, lifestyle, and pop culture communities.

We also developed Brazil-focused social media recommendations, including locally relevant trends and post ideas for the group to use before, during, and after the visit. The response was overwhelmingly positive, with audiences praising the members’ talent, music, visuals, and charisma, as well as the creators’ content. Some fans even commented that the group’s songs had already become hits in their households.

Keeping the Connection Alive Beyond the Visit

The momentum did not end when WOLF HOWL HARMONY left Brazil. The group has continued to nurture its relationship with local fans by engaging with them through TikTok livestreams and participating in Brazil-relevant social media trends.

More recently, the group released the chorus of “Gachi Funk” in Portuguese as a TikTok audio, encouraging fans to create their own UGC and giving the song another opportunity to circulate organically. These ongoing touchpoints help sustain audience interest and keep the connection between the group and its Brazilian fanbase active between visits.

Looking Ahead to 2027

WOLF HOWL HARMONY’s journey in Brazil demonstrates how a viral moment can become the starting point for sustained audience growth, meaningful cultural engagement, and real-world opportunities.

By combining influencer marketing, digital advertising, media relations, social media strategy, and on-the-ground event coordination, we helped transform growing online interest into a broader presence in the Brazilian market.

With Japan remaining the group’s home base, opportunities for a return to Brazil remain on the horizon. Looking ahead to 2027, a future visit—potentially timed around the Carnival season—could provide another opportunity to build on the relationships, recognition, and momentum established so far.

‍