Two years ago, Netflix launched one of its most popular international TV series to date: La Casa de las Flores. Teaming up with Manolo Caro, one of Mexico’s hottest directors, the series has not only become one of the country’s most talked-about shows because of its star-studded cast – including legendary soap opera actress Verónica Castro – but also because of its huge cultural and social relevance due to its open and positive portrayal of LGBT topics. The series’ third and final season made its debut last week on April 23rd.

The pandemic has significantly shifted the way audiences are spending their time, with a 57% increase in usage of streaming services and a 47% increase in time spent on social media, according to DataReportal. With more people at home using streaming services, brands can no longer rely on OOH and other flashy stunts to promote their content with relevance and fuel social chatter.

With our attention spread across many channels, and even more competing entertainment options, it’s important to understand how content performs differently on each with a fit-for-format approach. By tailoring social content to user behaviors that are unique to a given platform, brands can maximize effectiveness. Despite linear TV being a more traditional format, Netflix – in partnership with Circus Marketing, who merged with MediaMonks earlier this year – demonstrated how brands can extend the value of content to digital audiences with a fit-for-format strategy, just as it did by creating an ode to the classic TV special by celebrating La Casa de las Flores before its final season premiere. 

Extending the Experience

La Casa de las Flores rapidly became a phenomenon thanks to its careful portrayal of social topics and willingness to tell stories that viewers may not commonly see in the media, depending on where they live. Given its popularity and propensity to get people talking, Netflix decided to give fans a space to reflect on the series and create a dialogue through a TV special that extended into social platforms as well. Circus Marketing worked on the ideation, scripting and creative direction for the special, and executed in partnership with Plataforma who led remote filming and small crew shoots to work within recommended safety guidelines.

Hosted by the series creator, the special aimed to generate buzz for the upcoming season by connecting fans, turning them into active participants by voting on the best and most shocking moments from previous seasons. The very same digital channels that viewers use every day became the stage for the special, with cast members chatting in video calls (both in and out of character), fans contributing through polls, WhatsApp audio and other social content. Taking this digital format over a traditional production approach enabled us to create the program within local safety guidelines. “What is really exciting is not just the project itself, but the timing and how we approached the strategy to reach these goals,” says Bruno Lambertini, Founder of Circus Marketing. 

“We used animations, audio, polls, fan art, tweets and other types of social assets to connect with users on different platforms and in different ways,” says Israel Rojas, Content Lead at Circus Marketing, noting the importance of using an omnichannel strategy to reach such a wide and varied audience. The special itself took different forms based on where viewers saw it: without standard television ratings and regulations, for example, the YouTube version was uncensored, clocking at 40 minutes in its entirety. From there, we were able to develop dozens of smaller, snackable assets distributed across social channels.

Not All Platforms Were Created Equal

What makes La Casa de las Flores really special is that while it may fit in the classic format of a telenovela, it’s widely viewed as a millennial soap opera. Given this reaction, we knew the special couldn’t live on TV only – it would have to meet its audience in the very space where they meet and discuss the show itself: online.

To prepare fans for this event weeks in advance, Netflix shared hundreds of snippets for social media, each one adapted to different platforms. This content was shared on the series’ official social media channels on YouTube, Facebook, Twitter and Instagram, but also through influencer activations. “Not only did we create a 40 minute long video format, but we also took that to different platforms and levels from a single production – with fit-for-format,” says Yaneth Velázquez, Global Head of Client at Circus.

“Social content is really important when creating fandom,” says Velázquez. “We’re creating clusters of people looking for a show – spaces where you can consume content and extend the experience of watching it.” During the first 72 hours after launching, the special program registered over 2 million views on online platforms.

People go to various platforms for different reasons. What works on Instagram won’t work on TikTok, even for the same user, because the way one engages with content on each differs. By building upon the way that viewers discuss cultures and shows across different platforms, the La Casa de las Flores special successfully built impact in the leadup to the series’ third, final season. It serves as a great example of how a fit-for-format mindset is important to maintain relevance when casting such a wide net on digital audiences – especially when people are looking to connect with others and engage with them sharing their love for the show.

With the La Casa de las Flores TV special, Netflix delivered a piece of content that adjusted to the current times, pivoting OOH and other experience-led social campaigns into the means available today – cleverly rethinking the creative process to create buzz, connect with viewers and give these shows and social movements the interaction, engagement and recognition they deserve.

There’s a great opportunity ahead for brands in Mexico and Latin America, where access to the internet is still growing: only 55% of Latin Americans had access to the internet in 2017, according to Statista. As more of their audience go online, brands are met with a golden opportunity: offer differentiated, premier digital experiences that will impress the next generation of digital users in the region.

Of course, that’s easier said than done–and brands that fail risk losing their audience to major global players who have invested years in perfecting their UX learnings. And challenges in retaining talent or having the resources available to execute creative ideas exist for brands anywhere in the world, not just Latin America. But organizations navigating this new demand for premier digital experiences can still go far by standing on the shoulders of giants–or tried-and-true veterans of digital who know their stuff and can lead on the path of success.

In fact, helping unlock brands’ abilities to build these creative, digital experiences is a key goal of the MediaMonks Mexico City office. With a team native to the region and augmented by the larger, global MediaMonks network of talent, we’re uniquely positioned to respond to the greatest challenges that brands across Latin America face. “With the outstanding Mexican talent that has joined our Mexico office, we are able to create campaigns with international standards that work locally,” says Marcelo Planchart, Head of Expansion LatAm.

What’s Rafahu’s passion? Pop culture, which he tries to sneak into all of his work with a creative, unexpected spin. “I’m a geek of animation, science fiction, design, comic books, video games, illustration and art,” he says, “so I always try to put something of all that pop culture that I consume every day into my work.” Through this approach, he tries to create concepts that will resonate emotionally with audiences, while keeping the key message intact. It’s a perspective that differentiates his projects, making them a bit more unique and artful in the process–and shows how important it is for brands to provide their teams creative freedom and flexibility. 

Being creative should be fun, after all. “That part of exploring, of facing a void where there is nothing, starting to shape that idea visually and defining what is going to communicate–that is my favorite,” Rafahu says. 

Whether they face challenges in executing a creative idea or finding entirely new ways of adapting to the digital landscape, brands all over Latin America can augment their teams through strategic partnerships that fill those gaps. Guidance in digital transformation and cultivating the creative flexibility for teams to chase their passions or investigate their curiosities are just two of the ways that brands in the region can forever change the way they work. Through these processes, Latin American brands face great potential in strengthening equity and helping to differentiate from their competitors. 

Putting Innovation at the Forefront

Innovation is a key element of MediaMonks’ philosophy around the world, and at the Mexico City office that’s made clear through its dedication to digital transformation, a service that’s strengthened by our vast expertise and insight from working around the world. These efforts are spearheaded by Carlos Rivera, Consulting and Platforms Lead, who is in charge of leading the platform development operation in addition to digital transformation. 

A great example of the digital transformation guidance provided by the office is the work we’ve done with Club Premier, Mexico’s top loyalty program. From the process of building the app to supporting it over the long term, we’ve worked side by side with Club Premier to make decisions and help envision the digital future of the company. “And that dedicated, long-term relationship has a lot of value versus projects where I do the work, then I leave and I don’t see you again,” says Carlos Rivera. “We are changing that, and our Mexico City office is one of our global offices spearheading this approach, and thinking about long-term projects where we sell not only services, but value and strategy.”

Rivera’s expertise on the matter is wide-reaching, as he has traced a journey not just across the sea and back, but through the early years in ecommerce and app development to today. Having founded an ecommerce startup in Mexico selling custom-made surf suits during the industry’s infancy, Rivera had an itch to learn more about how technology could help organizations succeed. This drive prompted him to pursue a master’s degree in France, before getting his PhD in Innovation and Technological Transference in Spain. While in Madrid, Rivera founded an app-developing startup, which quickly grew to become one of the top app developers in the country.

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Rivera’s expertise on the matter is wide-reaching, as he has traced a journey not just across the sea and back, but through the early years in ecommerce and app development to today. Having founded an ecommerce startup in Mexico selling custom-made surf suits during the industry’s infancy, Rivera had an itch to learn more about how technology could help organizations succeed. This drive prompted him to pursue a master’s degree in France, before getting his PhD in Innovation and Technological Transference in Spain. While in Madrid, Rivera founded an app-developing startup, which quickly grew to become one of the top app developers in the country.

“Europe is some years ahead of LatAm in terms of innovation and digital transformation. So there is an opportunity to apply trends, strategies and processes that you can’t find yet in the region,” says Rivera. Through the expertise and insights of talent like his, MediaMonks can apply its global capabilities, while imprinting local projects with the vision and knowledge to fill the clients’ needs.“I saw the opportunity to bring the know-how I had learned in Europe to the Mexican market and apply it to local brands,” says Rivera. Leading digital transformation for brands like Club Premier has allowed him to apply his acquired knowledge to enhance the brand’s capabilities to compete and succeed in an extremely competitive market.

Offering Flexibility to be Creative

Since joining MediaMonks, Rivera found that the company has an environment that invites him to be proactive and propose ideas. “The management team is very open to test these ideas and takes away your fear of being wrong,” says Rivera. “I really liked something [MediaMonks founder and COO] Wesley ter Haar said: it’s better to make mistakes trying to do something new to improve, than to always be wrong and keep repeating the same mistakes.” This goes hand in hand with his personal philosophy: “I am not afraid of change. My life path proves it.”

Brands should likewise cultivate an environment that facilitates flexibility and a passion to experiment and learn through creative problem solving–but they’d be forgiven if they don’t have the budget or time to allow for such an approach. These limitations are only some of the reasons why IHAs in particular struggle to retain the talent they need, but brands can make up for it by augmenting their teams with specialized, experienced talent through partnerships.

Rafael Aguilar–or  “Rafahu” as he is known in the creative world–is MediaMonks Mexico’s Art Director. Attracted to the variety of talent and disciplines cultivated in the MediaMonks team, Rafahu joined the monastery in early 2019, and has already made an impact through his very particular and striking visual style.

“There is no shortage of resources. If you look anywhere there is strength in any creative task,” he says. “Although the Mexico office may not have hundreds of employees…yet, you can get support or additional resources that you don’t have here, you can get them from any of the many offices MediaMonks has around the world, anytime.” What’s unique about his current position compared to other regional agencies is that he has the resources to fully develop the creative potential in every project he undertakes–and brands strapped for talent can just as easily tap into that pool of passionate artists and creatives.

Since opening our Mexico City office last year, we take immense pride in the work we’ve done to bring regional brands’ digital efforts to a global stage. In such a short amount of time, we managed to pull off a big win not just for a client, but for the country itself: a Gold Cannes Lion awarded to Aeroméxico’s “People are the Places” website at this year’s Cannes Festival for Creativity. The victory recognizes the region’s leaps in providing premier digital experiences, as well as the power in marrying global expertise with a local team’s insights and understanding of the market.

If anyone could pull it off, it would be Aeroméxico: airlines and other travel brands in particular must understand what kind of experiences and messages resonate not just with their primary domestic market, but with international travelers as well. And as an industry leader, engaging and unique digital experiences aren’t uncommon for Aeroméxico: the airline’s app topped the download charts in the first week since its launch. 

For Aeroméxico this was new, unexplored terrain, so it was fundamental that MediaMonks provided them with all the tools, capabilities and talent to face this exciting challenge. “What we did was build a bridge between creativity and technology,” said Carlos Rivera, Consulting and Platforms Lead at MediaMonks. One of the key elements of this process was a UX expert to guide the brand’s process with the new platform. 

In creating the platform for “People are the Places”, we wanted to craft a website experience that conveyed emotion and humanity, design a story-driven interface that fostered relatability, and build a frictionless platform where users feel invited into a seamless experience. In the end, the campaign succeeded, because users truly feel as if they are traveling to someone in the process of creating their destination. 

“Our Mexico City office served as the main partner guiding Aeroméxico through the creative steps required for this campaign,” said Marcelo Planchart, MediaMonks Head of Latam Expansion. “This meant not only providing new technologies, but focusing on solutions that would directly benefit customers and make their experience rewarding in every way.” Taking home a Gold Cannes Lion, the airline has certainly taken the country to new heights–what more could an airline hope to achieve?

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But “People are the Places”–made in collaboration between Aeroméxico’s in-house team, MediaMonks and our partners at Google–is a wholly new experience. “With ‘People are the Places,’ we want to go from being a company that transports people to a brand that builds personal relationships,” said Andrés Castañeda, Senior Vice President of Marketing and Customer Experience at Aeroméxico. “It is a huge satisfaction for Aeroméxico’s marketing team to win a Golden Lion with a campaign developed 100% at home in collaboration with Google.”

Born from the belief that traveling is about people more so than the destination, “People are the Places” lets travelers experience locales like never before–through the people actually living there. Through a savvy site, users can select a person as a destination, resulting in a personalized e-ticket with the name of the user and their selected person, as well as a dynamic video that stitches together social media content. This information then becomes the basis for creating an actual ticket, transforming individual people into destinations themselves. With 60% of leisure and 41% of business travelers arranging their trips online, according to Smart Insights, it becomes essential for travel industry players to accurately measure customer experience and improve their services and products, enhancing the experience itself and directly impacting their business.

It’s a unique spin that prompts people to change the way they think about destinations. An airline can’t change the geography that divides or connects people, but it can provide novel new perspectives that change the logic of how people conceptualize places. Whether seeing the world for the first time from seven miles above ground or discovering a place through a person, Aeroméxico accomplishes such a feat in more ways than one.

To help accomplish this, we worked with Aeroméxico to build a web platform that integrates Google technologies and social media tools with Aeroméxico’s ecommerce backend. Instead of choosing a geographic destination, users can instead directly choose the person they want to fly to, wherever they are in the world.

Interested in learning how MediaMonks partners with our LatAm or Mexican clients?

Bridging Together Creativity and Technology

As brands have designed digital experiences that accomplish the same KPIs and goals, most digital experiences across industries—including travel—have begun to feel the same. There is little differentiating factor in travel destination search engines, for example, resulting in a proliferation of search aggregates with which price alone becomes the deciding factor in purchasing decisions. This trend highlights the importance of digital experiences that provide an emotional value to consumers’ interactions with the brand.

At MediaMonks, we often argue that the interface is the brand, and that no interaction is too small or insignificant to reflect a brand’s product or services. MediaMonks helped Aeroméxico take advantage of high-end technology to create a user experience never seen before for selling plane tickets, offering a truly unique and human-centered process for discovering and selecting a travel destination. And it’s not just a flashy customer experience: with this, Aeroméxico now offers a new, scalable way of selling tickets, offering a 100% data-centered and personalized solution to make each flight unique and human-driven. Marrying together a delightful engagement with clear business impact demonstrates the brand’s role as a major digital player in the industry.

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