We started by improving women’s self-esteem through casting directors who left their card at trendy districts, directing them to our social networks.We built chatter around the show with top fashion figures creating dialogue and buzz about the program through their tweets. To give a push, we created a quiz about the 1st program with an award to die for: a handbag by a prestigious designer. We made an impact in social networks with our community manager who along with the show’s celebrities, judges and cyber PR’s, shared what happened backstage in the program through Twitter and Facebook.

Top fashion bloggers wrote articles about the show’s development along with advice on how to create the “model” looks at home. We produced exclusive content on YouTube so viewers could dig deeper into the show´s back-stories. The public was totally involved giving encouragement to the models and supporting them in every challenge.

•Average rating of 1.64 (166% above last season)•Sony was one of the 10 most watched channels in that time-slot, with the greatest target affinity•2,500 people registered to win the first episode’s designer bag •We went from zero to 9,200 followers on Twitter•Facebook fans jumped +278% from 20,000 to 74,000 •MNTM was a trending topic during the last episode, with six words simultaneously in Mexico and one worldwide•Our audience was fully engaged and is already craving for a third season