Vida

In the second season of “Vida,” Lyn and Emma begin the monumental task of rebuilding their mother's business while navigating financial constraints, competing developers and the growing anti-gentrification movement. Lyn and Emma must contemplate the relationships in their lives, including their own, and are forced to dig deep to unearth what their mother’s legacy means to them.

Vida Season 2 was a socially lead campaign with 200+ posts that generated over 8MM reach and over 6MM impressions on show related content on owned and talent social channels.

VIDA x SMASHBOX COSMETICS COLLABORATION

I partnered with Smashbox cosmetics to launch a co-branded limited-edition Vida lip kit for Season 2. We gave away thousands of branded lip kits to fans and influencers through Vida social channels and experiential events. Thousands of Vida fans, including celebrities, clamored for the lip kits and continuously asked where they could be purchased. We received over 10K entries for the kits within the first 24 hours of promotional assets being released across social channels.

VIDA x MILLENNIAL LOTERIA COLLABORATION

I partnered with Millenia Loteria to create our own digital Vida Loteria cards based on the show’s characters to fuel the fandom and extend the show’s reach. We took these digital cards one step further and created a physical game to giveaway to fans and influencers.

The buzz and demand for these were so great that they received significant earned media coverage, including a editorial feature with the cast playing the game with Buzzfeed’s PeroLike personalities and distributed across their digital channels.

The loteria cards were incorporated into our OOH campaign and were featured on wrapped buses in key markets like Los Angeles and New York.