Clients
Area of Expertise
Expertise Leaders
Vice President, Digital Marketing
Estados Unidos
+29
millones de impresiones
+7
millones de interacciones
Show #1
en el sector demográfico de 35 años en México
Contexto
Paramount Channel existe en América Latina desde hace unos años, y se enfoca en ofrecer al público películas clásicas y entretenimiento cuidadosamente seleccionado. En marzo de 2018, Paramount Channel tomó la innovadora decisión de transmitir en Latinoamérica “The Handmaid’s Tale”, un programa que había sido un éxito rotundo en los Estados Unidos, estableciendo un nuevo estilo para su futura programación. Esto no fue sólo una nueva iniciativa para Paramount, sino que también fue la primera vez que el programa se presentaba en el mercado latinoamericano a través de televisión por cable.
Sobre el programa
Basado en la novela con gran éxito de ventas de Margaret Atwood, la trama del programa tiene lugar en Gilead, una sociedad opresiva en lo que antes era los Estados Unidos. En el programa, Gilead es gobernada por un régimen intransigente que trata a las mujeres como propiedad del estado y se enfrenta a desastres ambientales y a una tasa de natalidad que se desploma. En un intento desesperado por repoblar un mundo devastado, las pocas mujeres fértiles que quedan son forzadas a la servidumbre sexual. Una de estas mujeres, Offred, está decidida a sobrevivir en el mundo terrible en el que vive y encontrar a la hija que le quitaron.
Objetivo de la campaña digital
Reto
Con un programa desconocido para el mercado latinoamericano, y una trama inspirada en las posibles consecuencias de algunos de los principales problemas sociales de la sociedad estadounidense actual, ¿cómo podría Paramount Channel hacer que el público en América Latina se identificara y se interesara en el programa y en su estreno?
Solución
Una fuerte narrativa y un contenido creativo
Para enfrentar este reto, el equipo de Newlink identificó similitudes claves entre el posible terrible futuro presentado en The Handmaid’s Tale y realidades específicas a las que se enfrentan las personas en América Latina todos los días. Combinando estos conocimientos con una campaña digital impulsada una narrativa fuerte, mostramos al público que las realidades de Gilead no son tan improbables y ajenas a ellos como podría parecer.
Con esto en mente, lanzamos una campaña digital dinámica e interactiva a través de los canales de la marca en Facebook, Instagram y Youtube:
Resultados
The Handmaid’s Tale atrapó al público mexicano y lo convirtió en el programa #1
A través de esta campaña digital en múltiples plataformas, impulsada por una narrativa fuerte, logramos resultados excepcionales para el estreno de The Handmaid’s Tale. El programa generó ratings sin precedentes el día del estreno, convirtiéndose en el programa #1 al aire entre el público objetivo de Paramount Channel en México y superando los niveles de participación en redes sociales para el canal.
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V1.0, September 2021