Account lead.
In June 2017, Netflix launched the much-expected fifth season of their award-winning show Orange is The New Black (OITNB). The season’s story centered around the Latina rebellion inside Litchfield. We knew our hispanic audience would especially love this season, so we wanted to reach them by creating an activation that was tailored to Latin America by making the MOST EPIC Mexican telenovela Villain part of the OITNG cast.
The campaign became viral and broke the internat with more than 40 million combined views, 44 thousands comments and more than 330 thousands social shares.