In 2017, we promoted many Univision shows throughout social media but nothing like what users experienced for the pre-premiere of one of our novelas, 'Mi Marido Tiene Familia' (My Husband has a Family). We recorded custom video footage specifically for the Facebook canvas ad in mind.
'Mi Marido Tiene Familia' is a lighthearted story about Julieta and Robert, a young couple that lives together happily in love in what seems to be the perfect relationship. Julieta finds herself lucky to know that due to her husband being an orphan, she doesn't have to please any in-laws or extended family. However, this all changes when Robert's curiosity leads them to find out that their new landlords are his biological parents. Our objective was to increase user engagement and drive tune-in to the premiere.
Keeping in line with the theme of the story, we broke the "fourth wall" and developed a script for the main actress, Zuria Vega, to talk directly to our audience within the canvas ad. In a playful way, she knocks on the screen and explains the reasons why she doesn't get along with her new mother-in-law.
Since our goal was to drive engagement as well as video views, Julieta asks the audience to swipe up and find out the reasons why she doesn't get along with her mother-in-law (including reasons that we knew would be relatable to our audience). This fun, interactive experience resulted in an increase of engagement rate by 11.9%, surpassing our internal US Hispanic benchmark.
Users were receptive to the canvas ad, sharing their funny stories with friends in the comments, receiving 1.4 million video views, gaining over 13K interactions and reaching over 2.4 million users who viewed our ad. This custom canvas ad had a 2X better average canvas view time than any other canvas ad we've executed. Compared to similar show promotions, we exceeded our canvas view percentages by 87%.