fbpixel LIONSGATE+ Mexico - MG Empower
CS_Lionsgate+_Mexico
LIONSGATE+ Mexico
#StarzplayLATAM #StarzplayLATAM #StarzplayLATAM #StarzplayLATAM
Platforms
Mexico
#StarzplayLATAM

Immersing and engaging Spanish-speaking audiences in five new LIONSGATE+ shows.

In January of 2022, LIONSGATE+ (previously STARZPLAY) launched five new original Spanish titles. So they asked MG Empower to promote and raise awareness for the shows and the platform itself in Mexico and the wider LATAM region. A diverse array of multi-tier influencers created interactive content centred around an exclusive screening gala in the capital city – overdelivering on the impressions target by 200%.

 

GLOBAL STRATEGY AND CREATIVE / INFLUENCER DISCOVERY AND PLANNING / END-TO-END CAMPAIGN MANAGEMENT / POST-CAMPAIGN INTELLIGENCE 

01456.23456 M
IMPRESSIONS
78 %
ENGAGEMENT RATE
23456 K
CLICKS
Challenge.

Drive community engagement through interactive moments around the LIONSGATE+ screening gala.

In the lead-up to the launch of five new Spanish-speaking titles – including the critically acclaimed drama Señorita 89, and sci-fi thriller El Refugio – LIONSGATE+ was looking to tap into the Spanish-speaking community across Mexico and LATAM, and build momentum through organic teaser content and credible voices.

Strategy.

Intelligent procurement process blended with creative freedom baked into the briefs.

A three-phase influencer marketing campaign ran between November 2019 and January 2022 in order to drive engagement before and after the launch of the hero series. We selected influencers for their storytelling prowess, cultural authority in the entertainment industry and highly engaged audiences in the region. The brief was very open, as we wanted to leave them free to tease and drive impact for the shows and themes with which they naturally resonated.

 

Lionsgate_Mexico

Three phases: Immersion. Engagement.
Impact.

Each of the three phases was built around one big moment: a glamorous screening gala in Mexico City. In phase one, influencers built momentum by immersing their audiences in the unique worlds that LIONSGATE+ had created, with teasers and stories related to the themes of the shows. Phase two was the gala, where we invited a mix of influencers and cast members to bridge the gap between virtual and physical with exclusive BTS content and inspiring moments. Finally, we re-engaged the participating influencers to drive continued awareness and affinity through engaging storytelling content, encouraging audiences to subscribe and get watching.

Results.

Expressive and well-placed content drove impressions, taps and UGC – earning five new shows a big splash in the LATAM pond.

The fabulous environment that LIONSGATE+ had created provided the ideal foreground for the influencers to get excited, creative, and expressive with their content. Audiences felt deeply connected to the campaign, as demonstrated by the USD $54K in EMV thanks to a combination of UGC and overdelivery on content from the influencers themselves.

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