Cannes Lions

Amor de Hija: A Data love Story

FACEBOOK CREATIVE SHOP, Miami / AARP & AD COUNCIL / 2016

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Overview

Description

Data insights: 1) Even though Hispanic women think they can do everything on their own, they are feeling tired, emotional and need help. They need someone to talk to, they need answers. 2) Even though video consumption is a big thing for this audience, the creative execution of the idea has to adapt to the devices they use (feature phones), otherwise it will fail.

Innovation: Data was used from the beginning of the creative process not just for distribution and personalization but to ignite the idea and enhance it along the way. We first proved the hypothesis, the “gut feeling”, and then enhanced the idea integrating data to scripts on each of the episodes of the novela. We used data to understand these women’s behaviors and interests: language processing, hashtags, minutiae feelings, video consumption, devices. Every piece of information impacted the idea some way or another.

Originality: We decided to go for the foto-novela format instead of the classic TV Novela because data showed us that the main way to connect with our audience was mobile and their devices where not optimized for video (feature phones). Fotonovela was easier and faster to load and was not used since the 80’.

Execution

The campaign was implement through Facebook's Carousel Ad Unit in a new and different way. We delivered two episodes per week starting on November 19, 2015, and finishing on December 28, 2015 (during Christmas the campaign was paused).

AARP hosted on their own Facebook page the previous episodes so women that found the fotonovela after the initial episodes, were able to find them all in chronological order there.

Outcome

The fotonovela reached more the 70% of the desired audience and the human response was amazing. The experience and the response of the consumers was exactly what we planned. Since we build our main character as a reflection of the audience, when we read comments from the audience saying, “I feel that you are writing about me, because that’s exactly what happened to me”, we feel that we did it. In therms of hard results, we were able to bring 317,000 unique users to the site, with 450,00 clicks in total. People shared the episodes 3,429 times. We received more then 1,500 comments and more then 39,000 likes. We brought joy and help to women that were in a huge need of both things. Making their lives a little bit easy and giving them information through something that they love: the novela.

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