34 %
tasa de recordación del anuncio
100%
mayor alcance que en la temporada anterior
50%
menor costo por vista con videos cortos
Perfil y antecedentes
Rompiendo esquemas
Desde sus inicios, los reality shows han desafiado las normas de la televisión tradicional. Como extensión del famoso programa Jersey Shore de MTV, nace MTV Super Shore, un programa que muestra las experiencias y vida exorbitante de sus jóvenes personajes.
El objetivo
Cambiar el rumbo
MTV Latinoamérica y Newlink deseaban aumentar el alcance de sus anuncios, establecer una presencia en Facebook y generar reconocimiento para así asegurar una temporada exitosa de Super Shore.
Facebook, sin duda, ha sido un elemento crucial para extender la vida de MTV Super Shore más allá de la TV. Nuestra estrategia en Facebook nos permitió evolucionar nuestros formatos de contenidos, extender la visibilidad del show y reforzar la relevancia en los ojos de nuestra audiencia Tiago Worcman, VP Programming & Content, Brand Manager MTV Viacom International Media Networks
La solución
Un show de 24 horas
Conociendo la tendencia actual de consumir contenido en diversas pantallas, MTV Latinoamérica y Newlink decidieron extender su contenido televisivo a otros formatos para que estuviera disponible las 24 horas del día y pudiera acompañar a las personas a todas partes. Para eso, Facebook fue un importante aliado que le permitió extender la vida del programa más allá de sus horarios de emisión.
Lo primero que hicieron MTV Latinoamérica y Newlink para lograr sus objetivos, fue crear un público personalizado a partir de su público ya existente. De esta manera, podía agrupar a todas las personas que habían mostrado interés en el programa y estaban en Facebook. Luego, tomó ese público personalizado y a partir del mismo creó un público similar. Esto le permitió encontrar a otras personas dentro de Facebook que compartían características con su público original. De esta manera, podían concentrar los esfuerzos de direccionamiento de los anuncios a personas más propensas a interesarse en el contenido.
Una vez que tuvieron a su público identificado y segmentado, MTV Latinoamérica y Newlink produjeron contenido exclusivo en formato de videos cortos que sirvió en la sección de noticias de Facebook tanto en la computadora como en dispositivos móviles. Los videos eran “teasers” especiales con el objetivo de generar intriga e invitar a quienes los vieran a sintonizar el episodio de esa semana. Esto permitió que el contenido fuera más amigable para consumir desde dispositivos móviles y “al paso” y también que las personas vieran los videos en su totalidad.
El resultado
#SuperÉxito
MTV Super Shore logró superar los objetivos planteados y los antecedentes de temporadas previas, alcanzando:
Mención Honorífica
Este caso fue galardonado con una Mención Honorífica en los 2017 PR News Social Media Awards por la Mejor Campaña de Marketing en Facebook.
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V1.0, September 2021