Clients
Esto es lo que MTV descubrió cuando decidió lanzar un programa sobre la familia de famosos más famosa de Argentina y se asoció con Newlink para promoverla en las redes sociales en un idioma y de una forma que se sintiera auténtica en el Cono Sur.
+26.7
millones de impresiones
+4.2
millones de interacciones
Show #1
en el segmento demográfico de 18 a 24 años de edad en Argentina
Sobre el Show
#MTVCaniggiaLibre sigue la lujosa vida de los gemelos Caniggia, Charlotte y Alexander, hijos del ex futbolista argentino Claudio Caniggia y de la ex modelo argentina Mariana Nannis. A la familia Caniggia a veces la apodan los “Kardashians de Argentina”, y se les conoce por sus excentricidades y su extravagante estilo de vida, lo que hace que sean un grupo interesante para presentar en televisión.
OBJETIVO
¡Altos ratings!
Reto
La programación de MTV carecía de contenido que utilizara un idioma regionalizado para la zona del sur de América Latina, creando una desconexión con su audiencia argentina. Esto finalmente sacaba a relucir una perspectiva negativa del canal en esta región, afectando directamente la consistencia de los ratings.
Solución
Contenido regionalizado, dinámico e interactivo
El equipo de Newlink diseñó una campaña dinámica e interactiva, que hablaba directamente en el idioma de la región.
En asociación con MTVLA se colocó el contenido en varios formatos, a través de plataformas digitales, presentando el lujoso estilo de vida y las personalidades de los gemelos Caniggia. Fue necesario crear un contenido que se orientara a la audiencia argentina. La solución fue un bombardeo de contenido compartible y visualmente impactante que fuese 100% argentino.
Resultados
Gran éxito en el estreno en Argentina
Esta estrategia de contenidos y la distribución multiplataforma dieron excelentes resultados a #MTVCaniggiaLibre. El show se estrenó siendo el número 1 dentro del segmento demográfico de 18 a 24 años de edad en Argentina. A la audiencia en la región le encantó el contenido que fue creado en su voz, generando así un éxito para MTVLA en una zona donde por lo general había luchado por mantener su audiencia.
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V1.0, September 2021