Goal

Create media buzz regarding Grand Masters’ launch, the first Spanish-speaking and Spanish-thinking Edutainment platform that immortalizes great personalities from Latin America (Spanish language version of Masterclass.).

Challenge

The launch took place in May 2021, more than a year after the pandemic began and the media had already talked a lot about online/streaming entertainment and online /on demand educational platforms. In addition to this, the client don’t wanted to share business numbers & investment with media, so we couldn’t offer attractive information to business outlets; the scope of media outlets to work with was strongly reduced.

Strategy

We focused our communication in two directions: the uniqueness of the proposition of the platform and the stories of each mentor. We secured 1-on-1 interviews with top technology, lifestyle and marketing outlets with our client’s spokesperson + a mentor (exclusive interview with each mentor  offered to top target outlets).

Results

We secured +30 publications in technology, lifestyle and marketing  outlets in only 10 days, +75% were published in T1 media. In addition we got 15 organic posts in media and journalists social platforms. We obtained USD +125K in Earned Media and +18MM impressions in traditional and social media.