With the return of Univision's top-rated dance competition Mira Quién Baila, the 2021 premiere was a special edition that celebrated the shows 10th anniversary and featured 8 Univision stars. The Univision stars danced off to benefit charities of their choice.
The All Star talent was leveraged in a unique set of dance tutorials that would attract potential viewers and introduce the feel good theme of the show. The dance tutorials featured a range of professional dance styles that would be seen on the upcoming season.
With these instructional videos highlighting the steps to popular dance styles, we aimed to drive tune-in to the premiere in an innovative way that above all, entertained our audience.
The campaign included TV personalities:
The campaign was a cross-departmental collaboration between the Univision Agency and Univision’s Digital Marketing team. To make the project come to life, the team’s combined the vision of the Agency’s Creative Director and the expertise of the Digital Marketing team to produce platform-specific videos for TikTok and IG Reels. The graphic overlays and animations were carefully thought-out to enhance user experience and increase view time. With persistent branding throughout, the call-to-action was clearly shown at the end of each instructional video.
The campaign tapped into star contestants’ popularity on social media to share the videos on their own pages as well as posting on Univision's various social channels with a strategically targeted paid media campaign to amplify the reach.
The creatives were customized for both TikTok and Instagram Reels. This was the first set of reels used on the Mira Quién Baila Instagram page, putting the 2021 premiere of this popular Sunday reality show (and the contestants’ contagiously good moves) front-and-center for MQB followers and new audiences.
The videos garnered a total of 7.6MM impressions and 7.2MM video views across Facebook, TikTok and Instagram via both organic social and paid media. TikTok alone generared a total of 33K clicks to the MQB website.
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