The objective was to create awareness for Isabel: The Intimate Story Of Isabel Allende and authentically engage multicultural audiences by developing a social/digital first campaign that not only sparked conversation, but also inspired action, in order to ultimately drive tune-in both pre- and post-premiere. The focus was to celebrate the life and work of Chilean author Isabel Allende, as seen in the Spanish-language mini-series, while positioning the writer as a literary legend among Latinx audiences.
With the help of a cultural intelligence report that was developed to provide valuable insights on Allende’s cultural legacy, we had a deeper understanding of the target audiences for the campaign. Three resonant themes emerged from the report that would become the focus of our campaign: Isabel as a feminist icon; social activism and art; and womenhood/motherhood. Armed with these insights, we developed an overarching strategy and campaign halo centered on the commonly used Spanish expression: "sin mujeres, no hay revolución" (without women there is no revolution), which we infused across all campaign initiatives.
As part of our strategy, we aligned with the timing of Women’s History Month and leveraged progressive female icons and influencers to help ignite organic conversations, while creating cultural moments centered around Allende’s life and her global influence as a feminist icon and social activist. Key campaign tactics included:
Creation of a feminist tablebook entitled “Dear Future Latina Trailblazers,” featuring 23 letters from Latina-led organizations and notable activists and trailblazers, each inspired by Allende quotes. The book celebrated the release of the series by utilizing the power of letter-writing to harness Latina stories and create change for future generations. The letter-writers excitedly shared on their social pages, posting about the book as well as the series, which generated 13.5M impressions
Partnership with #WeAllGrow Latina for a Soul Map Experience with spiritual coach/author, Christine Gutierrez, and Isabel Allende for 25 Latina influencers, who participated in grounding exercises, journaling, and vision boards, garnering 4.7 million impressions
Collaboration with the Eva Longoria helmed organization, She Se Puede (SSP), for a photo series and lens featuring 10 Latinx influencers answering: “Sin Mujeres, there is no _____,” including Eva Longoria, Mónica Ramírez, Kate del Castillo, Judy Reyes, and Gloria Calderón Kellett. Series was launched on SSP and influencers’ socials, generating 26.9M impressions. An additional video was created featuring celebrity Latinas reading Allende quotes, which was shared across SSP, Pa’lante!, Warner Media, and celebrities’ socials, garnering 17M impressions
Letter writing workshop with Alegría Magazine for 25 young Latina writers from the magazine and Hispanic Heritage Foundation, garnering 2.2M impressions.
Virtual Premiere where press and influencers, featuring a 3-course dinner in partnership with Latin Restaurant Week, generating 1.3M impressions
#MotivationMonday social custom content series crafted for Pa’lante!, featuring audio of Allende sharing her five (5) favorite quotes
The marketing campaign for HBO Max’s ISABEL celebrated the iconic author’s legacy and created cultural moments in the Latinx community through partnerships and activations with Latina organizations and influencers, including a custom book and social content series that successfully maximized awareness for the show throughout Women’s History Month in March.
The campaign exceeded our metrics and social media reach expectations, with all efforts yielding more than 65.4M impressions, maximizing awareness and excitement for the show throughout the entire month of March.
The premiere and campaign for Isabel also coincided with the launch of HBO Max Pa’lante! - HBO Max’s dedicated Latinx, social-first, audience initiative. This online community came to life with the sole purpose of representing, celebrating and empowering the Latinx audience through the lens of HBO Max titles. The launch of Isabel and Pa’lante concurrently helped strengthen the HBO brand within the Latinx community by providing a unique space where diverse Latino voices can be celebrated and elevated, while introducing high quality Spanish-language content that honors one of the biggest icons in Latinx history.
