opportunity  

Bicultural Hispanic drinkers turned to telenovelas for a 2020 reality break. 

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insight

Telenovelas have the power to trigger and elicit 856,391 different emotions, but they leave us craving the drama IRL. 

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strategy

Turn up the drama with Prosecco. 

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idea

We created our own mini-telenovelas that depicted the realities of the holiday season in over-the-top dramatic ways, like when your sister shows up to La Sala in the same outfit as you (yikes!).

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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