Clients
Area of Expertise
Expertise Leaders
United States
+29M
impressions
+7M
interactions
#1 Show
in the 35-year-old demographic in Mexico
Context
Paramount Channel has existed in Latin America for a few years, focusing on offering audiences a curated selection of classic movies & entertainment. In March 2018, Paramount Channel took the groundbreaking decision of bringing The Handmaid’s Tale - a show that had been a resounding success in the US - to Latin America, setting a new tone for their upcoming programming. This was not only a new move for Paramount, but it was also be the first time that the show was being introduced to the Latin American market through cable television.
About the Show
Based on the best-selling novel by Margaret Atwood, the show takes place in Gilead, an oppressive society in what used to be the United States. In the show, Gilead is ruled by an intransigent regime that treats women as property of the state and is faced with environmental disasters and a plummeting birth rate. In a desperate attempt to repopulate a devastated world, the few remaining fertile women are forced into sexual servitude. One of these women, Offred, is determined to survive the terrifying world she lives in and find the daughter who was taken from her.
Digital Campaign Objectives
Challenge
With a show unknown to the Latin American market, and a plot inspired by the potential consequences of some of the core social issues of today’s American society, how could Paramount Channel make audiences in Latin America relate and become interested in the show and its premiere?
Solution
Storytelling and creative content
To address this challenge, the Newlink team identified key parallels between the potential horrific future portrayed in the Handmaid’s Tale, and specific realities people in Latin America face every day. Combining those insights with a storytelling-driven digital campaign, we showed audiences that the realities of Gilead are not as unlikely and unrelated to them as they may seem.
With this in mind, we launched a dynamic and interactive digital campaign across the brand’s Facebook, Instagram and Youtube channels:
Results
Mexican audience, hooked by The Handmaid’s Tale makes it #1 Show
Through this storytelling-driven, multi-platform digital campaign, we successfully yielded outstanding results for the premiere of The Handmaid’s Tale. The show generated unprecedented ratings the day of the premiere, becoming the #1 show on-air among Paramount Channel’s target audience in Mexico and surpassed social media engagement levels for the channel.
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V1.0, September 2021