LIONSGATE+ Nacho - MG Empower

MG Influencer.

MG Media.

MG Studio.

MG Platform.

MG Sprint.

Driving consideration for an edgy new show in three markets across the globe.

Nacho, a LIONSGATE+ original show, is a provocative take on the rise of the adult industry in 90s Spain. As the pilot’s launch date approached, LIONSGATE+ was looking to drive global hype and consideration through a series of digital and IRL experiences in three key markets: the UK, Brazil and Mexico. So MG Empower worked with a team of digital talents around the world to create scroll-stopping content infused with the fabric of the show, and produced two immersive events in London and Sao Paulo to bring it all to life.

Challenge:

Build anticipation and awareness for Nacho – and drive consideration for LIONSGATE+.

LIONSGATE+ needed a full-cycle marketing solution to ensure Nacho landed in three key markets with a bang. The creative challenge was to gain a deep understanding of the show’s identity, themes and characters, and produce scroll-stopping experiences to bring the story into new dimensions. Key metrics for success included social views, reach and impressions, as well as clicks and sign-ups to the LIONSGATE+ platform.

Activate diverse and credible voices, across three strategic phases to drive full-funnel impact.

Our discovery phase was focused on procuring Instagram creators in each target market with credibility in the streaming and entertainment spaces, and a range of tiers – spanning mega to nano – to drive full-funnel impact. Across the campaign, a content blend of video teasers, interactive livestreams with cast members, unboxing moments, and UGC moments ensured Nacho was trending on and offline when the pilot premiered.

Produce high-octane immersive experiences to bring the world of Nacho to life.

In order to transport influencer and press guests into the uniquely playful world of Nacho, we produced an immersive premiere experience at the iconic Cineclube Cortina in Sao Paulo, and The Box in Soho, London. The events celebrated the series’ global release by welcoming high-profile guests and cast members with yellow carpet moments, interactive installations inspired by the show, and cheeky elements including a giant inflatable aubergine. Participating influencers got stuck in and shared content with their audiences, bridging the gap between digital and IRL to maximise impact.

Strong engagement – 400% of our target rate – from start to finish.

From the unboxings to the post-premiere influencer recaps, the content that resulted from this integrated campaign was consistently strong across all three of the target markets – delivering an average organic engagement rate of 9.8% versus an original target of 2%. We largely credit this to the creators’ individual interpretations of the show, and to the power of immersive experience (in the case of the Brazil and UK activations). As expected, micro and mid-tier creators drove the most organic traffic, proving their increasing effectiveness at driving conversion and consideration.