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A campaign that took a Reality Show’s Promotion to the Next Level | Marketing Shots

July 09, 2024

Hello, awesome marketers and founders.

This is Luv, and here’s your weekly Marketing Shot :)(Delivered every Tuesday)

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'I am Georgina' is a reality show that offers a sneak peek into the luxurious life of Georgina Rodríguez, the girlfriend of football superstar Cristiano Ronaldo. The show follows her jet-setting adventures, family life and her rise from selling bags to becoming an international fashion icon.

To create the buzz, Netflix ran a campaign that really tapped into Georgina’s love for designer bags and her iconic status. What's cool is that they didn't just create a regular ad, they turned it into something tangible and highly desirable.

Netflix installed a massive billboard on Madrid’s main street to promote the show. But they didn't stop there. The marketing team tore down the billboard and turned it into 200 exclusive designer handbags, which were then distributed to fans across Spain.

To win one of these unique bags, fans were asked to participate in a simple yet engaging social media activity. 

All they had to do was-1. Take a photo: Capture the billboard in Madrid, either their own photo or use the one published by Netflix.2. Share on social media: Post the photo on their social media profiles with a caption explaining why they deserve the bag.3. Use the hashtag: Include the hashtag #DAMEUNBOLSOGEORGINA in their post.This simple ask created a viral buzz, encouraging fans to actively engage with the campaign on social media.

Why it worked?

Leveraging Influencer PowerGeorgina is not just a reality TV star, she is a significant influencer with a massive following. By creating the campaign around her love for designer bags, Netflix effectively tapped into her influence and fanbase.Tangible ValueTransforming the billboard into designer handbags added a tangible element to the campaign. It wasn’t just an advert you could see, it became something you could own, making the promotion more memorable and impactful.Encouraging User-Generated ContentThe campaign’s requirement for fans to share photos and use a specific hashtag drove massive user-generated content. This not only amplified the campaign’s reach but also fostered a community of engaged viewers excited about the show.

⚡ 3 Noteworthy News Updates for Marketers

  1. Instagram Chief Reiterates That Sends Are Now a Key Focus

  2. Telegram lets creators share paid content to channels

  3. X weighs adding a downvote button to replies, but it doesn’t want to emulate Reddit

That's a wrap for today! Thanks for being a part of our marketing community. Stay tuned for the next edition.

Thanks,Luv