Con la pieza Spanish Lessons lograron crear un gran caso de éxito a partir del social listening
In the first edition of the PRODU Awards, the agency ALMA won in the category Advertising: Best Transmedia Campaign with its campaign Spanish Lessons, for the launch of the second season of Netflix’s Narcos in September 2016. With Spanish Lessons they managed to create a big success from series fan’s social listening on Twitter. They created Spanish classes, which they transferred to Netflix or to TV channels, to express their affinity with the characters and the series on their personal social networks. The results went viral organically. They had more than 12 million visits, a 40% increase in followers, a reach of more than 50 million people and presence on TV programs like The Tonight Show with Jimmy Fallon, Jimmy Kimmel and print and digital media. This is one of the campaigns that has received the most acccolades in the history of the U.S. Hispanic market in the diverse creativity festivals worldwide. The piece stood out because it implements several innovation outlines. The other finalists of this category are: Litbaits from Dieste for the bookstore The Wild Detectives, Ponle Acento from Latinworks for the MLB, The Cookbook You Can Cook by Wing for Stouffer’s and Zero Point Five Effect by Tribal 121 for Pacífico Insurance.
