Juego de Voces is a high-energy musical competition by TelevisaUnivision that brings together music’s biggest names in a generational showdown.

Season 2 is hosted once again by the beloved Angélica Vale—one of the most recognizable faces among U.S. Hispanic audiences. This season’s theme, “El reto está cantado”, sets the tone for the epic battle between two star-studded teams: the Leyendas—Lucero, Emmanuel, Yuri, and Mijares—and the Estrellas—Alexander Acha, Lucero Mijares, Yahir, and María León.

For the launch, I partnered with Univision’s on-site Social Media Producer to develop a dynamic, platform-first content strategy designed to capture attention and drive conversation from day one.

Together, we developed the creative foundation for the season’s digital campaign by:

— Conceptualizing dynamic short-form video formats designed for TikTok, Facebook, Instagram and YouTube Shorts.

— Producing and editing the first 10 launch-day assets, establishing tone and style for the season.

— Developing behind-the-scenes content like GRWM (Get Ready With Me) segments with contestants, offering exclusive access to their styling and prep.

— Creating TikTok trend-based challenges using popular audio, including one starring Lucerito Mijares that reached 11.2M views on Facebook.

— Crafting playful, interactive formats with digital host Roberto Hernández, highlighting a more spontaneous side of the talent.

— Delivering a creative guide to Univision’s internal content team to ensure continuity across the full campaign.

While my role focused on the show’s debut, the foundational content helped shape the overall digital approach:

— Juego de Voces reached 1.1B impressions cross-platform throughout the season.

— 70% of all performance came from Univision-owned accounts, including 516.2M video views, 19.8M engagements, and 4.1M watch time hours.

— Highest-performing episodes (2 and 3) followed the rollout of the initial content guidelines.