With such a high caliber show we knew that the show would act as “silver arrow” content with the goal to drive two things:
Drive show viewership
Generate new signups to the Pantaya service
The Derbez family are all celebrities on their own, with Eugenio and Alejandra at the top as the king and queen of Latin entertainment. This reality show takes this family out of their fabulous lifestyle and places them in an environment that they aren’t normally seen in, giving a raw, unfiltered look at the family and their relationships. It is a show about family, togetherness, love, communication and lots and lots of laughs.
In the second season, the state of the world helped create some very unique restrictions to the family’s vacation plans. But Eugenio came up with a creative solution: why not explore all the adventures America offers, in one of the most American ways, an RV trip across the country. The close quarters, the camping, and the amazing locations gave the perfect backdrop for the family dramedy, and fans were instantly hooked. The adventures were unique and gave us a great opportunity to grab the community’s attention.
Even though the Derbez’s are considered the royal family of Latin entertainment, the show gives unlimited access to their lives and personalities, making them very relatable as they go through the same ups and downs like all of us. It was important that this relatability came through the posting copy as well.
To make sure our content, copy, and engagement strategy was on point, we used the knowledge gathered from season one as well as from the already extensive social media reach of the family members themselves. This gave us a clear view of who we were talking to and what would make them tick.
Our community management strategy could be summarized like this:
Center on the talent, they are at the top for a reason and everything should be about them
The setting helps grab the audience attention, a family crammed into an RV equals comedic situations and interesting adventures
Royalty are still people, and as such, they are relatable to all their fans
Knowing our audience is key, say the right things through the right channel
With the campaign rolling, the fans amassed in force resulting in our social footprint growing by more than 1.5 million new followers and fans, and the fans engaged with the content as well!
In total the campaign generated more than 1.6B views, and at its release, De Viaje Con Los Derbez S2 was the biggest Amazon Prime Video’s MX Original opening weekend ever, and Pantaya’s 2nd Biggest Original opening weekend ever, generating millions of hours viewed on both SVOD platforms.
With Eugenio at the helm, the Derbez family (and their adventures), once again, showed their popularity with Latinos in the United States and all over the world. With their help, we found new fans on social media, got their interest, and converted them into fans of both Pantaya and the show.
