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Vice President, Digital Marketing
Estados Unidos
Hablar el idioma de los Millennials es comunicarse con ellos a través del contenido y formato que consumen. Es por eso que nos propusimos pasar la voz sobre un nuevo concepto de reality show por televisión, #MTVSwipeDate a través de una campaña producida con un iPhone. Este atrevido esfuerzo se convirtió en la primera campaña de MTV que fue filmada con un iPhone, adaptándose al cambio en la industria publicitaria, que está abandonando los anuncios altamente producidos (y de alto presupuesto), y adoptando contenidos sociales ágiles, atrevidos y genuinos para las pantallas pequeñas, que realmente conectan y se identifican con el consumidor Millennial.
La Meta
Queríamos aumentar el reconocimiento de marca y educar a los consumidores acerca de este nuevo concepto de reality show: un show de citas basado en la manera en que los Millennials encuentran pareja, que es principalmente a través de aplicaciones para concertar citas. Hemos querido replicar la experiencia de hacer swiping a través de los perfiles de los usuarios para encontrar al match perfecto, para que el público tuviera una experiencia de inmersión total y se identificara a nivel personal.
El Obstáculo
El cambio de Calidad vs Cantidad a Autenticidad vs Calidad de la Producción. La clave era cambiar las prioridades: no queríamos hacer una campaña de marca evidente, por eso creamos contenido orgánico que se sintiera como una verdadera conversación entre la marca y el público. Esto no era un show más, sino una nueva experiencia de entretenimiento que era también muy empática con los consumidores objetivo. El show era una producción totalmente original y la gente no sabía qué esperar, por lo que era muy importante crear un vínculo con las personas a través de las plataformas sociales. Mostrar Videos Selfies de los presentadores, compartiendo experiencias y leyendo el contenido, ayudó a crear una relación fuerte con el público antes del lanzamiento del show.
La solución y los resultados
No fue la típica campaña promocional para atraer audiencia. Nos desviamos totalmente de las campañas publicitarias habituales, cambiando de mensajes de marca unilaterales, a temas de conversación orgánicos. Así, el público no veía un anuncio, sino que estaba conociendo personas y queriendo saber más sobre ella.
Nuestras métricas finales fueron:
27.8M
Millones de personas alcanzadas
104.9
Millones de impresiones
+11.6
Millones de visualizaciones de videos
+8.8
Millones de interacciones
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V1.0, September 2021