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Wavemaker Spain

Netflix – Paquita Salas vende en Wallapop

Client

Netflix

Market

España

Positive Provocation

Con una acción de bajo coste, pudimos estar presente en los principales medios. Además, por primera vez se utilizó la app de compra-venta Wallapop como medio publicitario.

Share
See the results
Our
approach
01.
Challenge
1 / 2

Reto

La serie Paquita Salas alcanzó un éxito apabullante en una pequeña plataforma que se llamaba Flooxer. Pero en la segunda temporada se viste de gala y ficha por Netflix. Queríamos conseguir que todo el mundo que tuviera Netflix viese la primera y la segunda temporada, y que el resto del público conociera la serie. Ahora bien, con una acción de muy bajo presupuesto.

02.
Insight+Strategy

Estrategia

En la ficción, la agencia de talento PS Management, dirigida por Paquita Salas, había quebrado y Paquita necesitaba recuperar el dinero para empezar de nuevo. Para involucrar a sus fans y resucitar la empresa de sus cenizas, Paquita puso todo el mobiliario REAL de su oficina, el mismo que se ve en la serie, a la venta en Wallapop, la plataforma más de moda para compra-venta entre privados.

03.
Activation

Activación

Dominamos todos los rincones posibles de la app y de la web para destacarlos y, como Paquita es una analfabeta digital, le hicimos un BOT para negociara en su nombre con toda su personalidad. De esta forma, capturamos el tráfico existente dentro de la app, reclutando un target 100% Netflix.

Resultados

La gente se volcó en ayudar a Paquita. Cada una de las cosas que vendió generó más de 1.500 visitas y conversaciones con nuestro BOT, un 1000% más que la media.

Los principales medios de información general hablaron de la acción, disparando las visitas al perfil.

 

11M
de personas vieron los anuncios
+1.500
visitas en cada producto que vendió
1000%
más visitas que la media de productos

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