Cannes Lions

SECRET REINVENTS THE NOVELA

STARCOM MEDIAVEST GROUP, Chicago / PROCTER & GAMBLE / 2013

Case Film
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Latinas over-index the U.S. general population in social media by almost 65% – the present of this target and the future of the U.S. is found here. Secret’s challenge was to make social media the main pillar of its future strategy and efforts for Latinas. Social media has been a key driver of the second screen experience for the entire population, allowing conversation to happen around content in real-time, but Latinas don’t treat it like a secondary experience. Secret needed to show them that social media was ready for a prime time experience and could stay ahead of Latinas’ evolution.

It’s no secret that novelas are the most popular medium for reaching Latinas, but their importance – as both an entertainment and social experience – cannot be under stated. Social media allows them to feel as though they are a part of a novela’s story in real-time as they gossip with friends about the stars and what will happen next. But it is a reactive experience, rather than proactive.

Execution

We created 'Secreteando' ('Telling Secrets') with Telemundo, a one-of-a-kind, made-for-social-media novela. The series’ stories would be shaped by fan conversations and characters would be developed from Secret’s brand attributes.

The desire for the return of the one of the most popular novela couples, Jorge Luis Pila and Sonya Smith, stirred Conversationalists to use hashtag #PilaSmith frequently on Facebook and Twitter.

Collectors controlled the experience, choosing from multiple endings in one episode and voting for this season’s outcome and plot for the next.

A User Generated Content casting call invited Creators to submit pictures and social media updates for use in the show’s background.

For the finale, we brought everyone together for a simultaneous social experience in a Google+ Hangout. For the first time ever, fans and stars interacted over video chat to discuss the finale in real time as the final moment of truth was revealed.

Outcome

We far surpassed our goals:

• Exceeding 800,000 video views in less than 2 months

• Garnering over 135m viral impressions across Facebook and Twitter alone

• Breaking industry norms with a 50% engagement rate

• Season two is coming soon

And best of all sales among our target increased 3% versus a year ago and is outpacing the general market by 50%!

Proving that Secreteando gave Latina women something to really talk about!

Similar Campaigns

12 items

Multipower Musclecap

PHILIPP UND KEUNTJE, Hamburg

Multipower Musclecap

2016, ATLANTIC MULTIPOWER GERMANY

(opens in a new tab)