Siempre Reinas (Netflix)

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BRIEF:
Conquer new audiences (Gen Z) for the reality show “Siempre Reinas” and create buzz around its launch by developing a strong social media campaign to achieve neutral sentiment toward this controversial show.
APPROACH / METHODOLOGY:
  • We developed a strong, fun, and creative campaign mainly focused on TikTok and Instagram to attract the digital audience.
  • We launched a TikTok dance challenge with the theme song of the show.
  • Collaborated with Gen-Z content creators such as Inventadas and Pablo Chagra.
  • Produced a fabulous new version of the reality show with local drag queens and Lorena Herrera herself.
  • Released an electro-pop remix of the original song to make it a party banger.
KEY FINDINGS / OUTCOMES:
  • The reception was overwhelming with 80% positive feedback
  • More than 18M impressions
  • Our content was seen over 30M times on TikTok
  • The TikTok challenge was a viral success with over 575k videos from fans (UGD)
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October 30, 2023