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ruffino
holiday campaign 

opportunity  

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

insight

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

strategy

Turn up the drama with effervescent flair. 

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!).

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  

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