The Spanish Princess
The Spanish Princess
SANDY ARCHILA
GLOBAL MARKETING EXECUTIVE
The Spanish Princess
The Spanish Princess Part 1 had been part of several successful campaigns in the STARZ “Royal Collection” series. To mark the conclusion of this chapter we wanted to develop a campaign that would deliver stronger results, engagement and buzz than previous campaigns.
Part of our campaign strategy was to re-engage Part 1 social engagers while seeking to grow our reach and tap into opportunistic audiences. To do this we built a robust social media content and influencer campaign with fresh, contemporary creative rooted in the themes of female empowerment, romance, and royal drama to appeal to target audiences.
The social media campaign was comprised of over 150 social assets and broke previous Royal Collection social media campaign records in terms of views, engagement, total conversation and earned media. The campaign saw a 108% increase in engagement and 238% increase in reach from the Part 1 campaign.
BOOK-TO-SERIES INFLUENCER PROGRAM
To capitalize on the book origins of the series we also launched a catch-up and book-to-series influencer campaign to promote the show in a way that was hyper relevant to target audiences. The campaign exceeded benchmarks set by previous campaigns.
DIGITAL ACTIVATION
To get audiences excited for the premiere of Part 2, we built an immersive experience where users went inside the world of The Spanish Princess on Pinterest and got a closer look at the costumes, intricate sets, and characters. This custom experience was featured by Adweek.
SOCIAL CREATIVE
