the situation   

Bicultural Hispanic drinkers loved Ruffino Prosecco, but the brand had never really spoken to them. 

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the insight

They binged telenovelas in 2020, which sparked a craving for the over-the-top drama and messy reality of family gatherings IRL. 

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the strategy

Make every holiday moment a little more dramatic with Ruffino Prosecco in hand. ​

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the idea 

We created mini-telenovelas that brought holiday season drama to life - like the cringe moment your sister shows up to La Sala in the exact same outfit.

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the results 

• Drove a 3.3% engagement rate across Facebook and Instagram.

• Garnered over 214MM paid media impressions, 23MM influencer impressions, 250K organic impressions. 

• Secured 19 earned media placements, including 9 within Hispanic media outlets, generated 11MM impressions.